Visuals
See the big picture
The tough, proud and productive world of Bobcat comes to life in our photography. Through simple and heroic imagery, we help people see themselves and their projects reflected in our brand.
This section provides guidance for how to capture our products boldly and authentically on location and in studio.
Lifestyle photography
Bobcat connects with people who believe they can achieve anything through hard work and innovation. Those people are the heroes of our lifestyle imagery.
Make it authentic
Whatever the scale of the project, leverage real operators and actual jobsites in photography and video shoots whenever possible.
How to lead with lifestyle
Focus on the people and the jobs they are doing. This can be inside or outside of the machine.
Show how the equipment helps them accomplish more but still focus on the operator. Equipment can be in the background—try to show a little branding of the machine.
Wide shots with space for copy or content in background (more sky or ground/grass).
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Be genuine
Real and candid emotions to draw viewers in.
Tight shots with unique angles of the machine and person.
Horizontal, narrow shots for signage and posters.
Dramatic heroic angles
Tight shots of operator—hands/gloves/boots/dirt/etc.
Portraits
Looking at and away from camera with multiple natural poses.
Talent
Work with operators/talent to create job scenarios that are safe and authentic to further the brand.
Heightened reality
Lighting, framing and color are amped up in a filmic way to capture the thrill, fun and awe-inspiring willpower of our customer experience.
Filmic details
We’re elevating our look and giving the cinematic treatment to our customers’ projects and our product line. The focus is on a heightened world that turns customers into heroes and our products into way more than machines.
Hero stance
Low angles, hero stances and scale should be used to get our message to the masses.
Wide shots
Use perspective to pull the viewer into the shot and focus on the product. Accentuate the key features and purpose of the product through the use of extreme angles and heroic shots.
Low angles
Utilize camera angles that are lower to the ground. This dynamic angle creates a more heroic image.
Working product
The most important job
Our products need to look like the most important tool for whatever job they are doing. Make the machines the focus. Find ways to make photography feel elevated and epic for big brand moments.
Color photography only
To convey the big and bold nature of the Bobcat brand, only full-color photos should be used. Do not use black and white or photo treatments that distort the actual color of our machines.
Machines and operators
In product photography, we want to focus on the machine, not the person running it.
Unless the person IS the story, find angles and compositions that minimize the amount of visual information for the operator.
Dirty vs. clean
We want to show our machines at work. And that means the machines aren’t spotless. Areas where our logo and identity show should be clean, however.
Macro shots
Tight crops allow us to showcase specific product details. When cropping images, fill the page and the frame to create interest and scale.
Unmistakably Bobcat
Make sure our most identifying features are front and center. Our logo, orange color and special design features help signal to the viewer that this is a Bobcat.
Locations
Place our machines in their natural habitat: construction sites, warehouses, acreage, farms, backwoods and residential properties.
Backgrounds
Pay attention to the background scene. Avoid competitive brands and distracting visual elements (power lines, jobsite trash, dilapidated buildings, etc.).
Props
Consider appropriate props to give shots and talent a purpose.
Minimal visual complexity
Jobsites can be messy, busy places. Keep it simple. One or two elements are enough to signal where a product is being used.
Props
Consider props and set design to represent our products in their best light.