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Brand guidelines

Photography

The Lowcountry and the table. The parent is pictured by where it lives (the harbor, the marsh, the bridge between Charleston and Mt Pleasant), by the table where partners decide, and by the work of its three companies. One grade makes the set read as one.

01 · Direction

What we show, and what we never do.

Choose

  • Place: the harbor, the marsh, live oaks, the Ravenel Bridge, in early or soft light.
  • The table: two to five people deciding, reading a page together, notes and a pen.
  • Structure: architecture, stairs and cables, the long view a parent company takes.
  • The three companies at work: a whiteboard, a lab bench, code on a screen.
  • Room in the frame for the crop, and a cool palette that sits with Evergreen.

Avoid

  • Holograms, glowing icons over keyboards, rockets on palms, fingertip "efficiency" bars.
  • Posed studio portraits on bright color, megaphones, handshakes, staged high fives.
  • Money: piles of cash, coins, stock tickers as decoration.
  • Test-tube staring, AI brains, circuit overlays.
  • Night-time, neon, heavy filters, anyone else's product on a screen.

02 · The grade

Evergreen and Mint.

Every photograph gets the same treatment, once, in the pipeline (scripts/brand/photos.mjs): color eased back to 82%, contrast softened, the darkest values lifted toward Evergreen, a breath of Mint through the midtones and a touch of Paper in the highlights. It is subtle on purpose: the set should look shot on one day, not filtered.

The Ravenel Bridge, as shot
As shot
The Arthur Ravenel Jr. Bridge rising over calm blue harbor water on a clear morning.
Graded
Two partners at a table, as shot
As shot
Two partners talk across a table by a sunny window that looks onto a garden.
Graded

03 · The library

37 photographs, ready to use.

Each has its alt text written for a screen reader, a focal point that holds the subject in any crop, and responsive WebP at 640, 1080 and 1600 pixels. On the site, use them by name: <Photo name="…" />.

  • The Arthur Ravenel Jr. Bridge rising over calm blue harbor water on a clear morning.

    ravenel-bridge-morning

    The Arthur Ravenel Jr. Bridge rising over calm blue harbor water on a clear morning.

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  • Aerial view of the Ravenel Bridge spanning still water toward low marsh islands under a hazy sky.

    ravenel-bridge-aerial

    Aerial view of the Ravenel Bridge spanning still water toward low marsh islands under a hazy sky.

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  • A tidal creek winding between green spartina grass in a South Carolina salt marsh.

    lowcountry-marsh-creek

    A tidal creek winding between green spartina grass in a South Carolina salt marsh.

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  • A wide old live oak spreading its limbs low over a lawn in a Charleston park.

    hampton-park-live-oak

    A wide old live oak spreading its limbs low over a lawn in a Charleston park.

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  • Rooftops of downtown Charleston under a grey sky with a church steeple rising above them.

    charleston-rooftops-steeple

    Rooftops of downtown Charleston under a grey sky with a church steeple rising above them.

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  • Pastel mint and grey Charleston townhouses behind palmettos and a crape myrtle on a quiet street.

    charleston-mint-townhouses

    Pastel mint and grey Charleston townhouses behind palmettos and a crape myrtle on a quiet street.

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  • Perfectly calm open water meeting a soft horizon at first light.

    calm-water-dawn

    Perfectly calm open water meeting a soft horizon at first light.

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  • A covered wooden dock on the Mount Pleasant waterfront looking out over the harbor at dusk.

    mount-pleasant-waterfront

    A covered wooden dock on the Mount Pleasant waterfront looking out over the harbor at dusk.

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  • Five senior colleagues talk around a light wooden conference table beside tall windows.

    leadership-table

    Five senior colleagues talk around a light wooden conference table beside tall windows.

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  • Board members take notes on papers spread across a long table in a bright, high-floor room.

    board-notes

    Board members take notes on papers spread across a long table in a bright, high-floor room.

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  • A team meeting around an oval table, seen from a distance through a glass partition.

    meeting-through-glass

    A team meeting around an oval table, seen from a distance through a glass partition.

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  • Two partners talk across a table by a sunny window that looks onto a garden.

    partners-garden-window

    Two partners talk across a table by a sunny window that looks onto a garden.

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  • Two colleagues sit facing each other in a quiet office, deep in conversation.

    two-partners

    Two colleagues sit facing each other in a quiet office, deep in conversation.

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  • A colleague stands beside a seated partner as they review a printed page together.

    document-together

    A colleague stands beside a seated partner as they review a printed page together.

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  • A closed notebook with two pens and a ceramic cup on a pale wooden desk against a white wall.

    notebook-pen

    A closed notebook with two pens and a ceramic cup on a pale wooden desk against a white wall.

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  • White ribbed concrete and glass architecture curving overhead in bright daylight.

    ribbed-architecture

    White ribbed concrete and glass architecture curving overhead in bright daylight.

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  • A stair landing with a tall gridded window looking onto trees and a potted plant in the corner.

    stair-landing

    A stair landing with a tall gridded window looking onto trees and a potted plant in the corner.

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  • Open staircases zigzag up a concrete and glass atrium filled with daylight.

    atrium-stairs

    Open staircases zigzag up a concrete and glass atrium filled with daylight.

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  • Close view of white bridge cables fanning from a pylon against a deep blue sky.

    bridge-cables

    Close view of white bridge cables fanning from a pylon against a deep blue sky.

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  • A desk with monitors and leafy plants in front of a tall office window casting dappled shadows.

    office-window-plants

    A desk with monitors and leafy plants in front of a tall office window casting dappled shadows.

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  • A small quiet office with a single desk and chair facing a bright window.

    quiet-workspace

    A small quiet office with a single desk and chair facing a bright window.

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  • A consultant writes a plan on a whiteboard while colleagues at the table watch and discuss.

    whiteboard-session

    A consultant writes a plan on a whiteboard while colleagues at the table watch and discuss.

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  • Two colleagues in a bright loft office listen as a teammate presents at the wall.

    working-session

    Two colleagues in a bright loft office listen as a teammate presents at the wall.

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  • A scientist in a lab coat and cap studies a sample through a microscope at a white bench.

    scientist-microscope

    A scientist in a lab coat and cap studies a sample through a microscope at a white bench.

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  • Seen over her shoulder, a researcher in gloves works with instruments at a crowded lab bench.

    researcher-bench

    Seen over her shoulder, a researcher in gloves works with instruments at a crowded lab bench.

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  • Close-up of code on a dark monitor, angled and softly out of focus at the edges.

    code-screen

    Close-up of code on a dark monitor, angled and softly out of focus at the edges.

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  • A developer types at a desk with two monitors showing code in an office with deep green walls.

    developer-desk

    A developer types at a desk with two monitors showing code in an office with deep green walls.

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  • An analyst at a desk studies charts across several monitors by a bright window.

    analyst-monitors

    An analyst at a desk studies charts across several monitors by a bright window.

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  • Two colleagues carrying folders talk as they walk down a bright glass corridor.

    corridor-walk

    Two colleagues carrying folders talk as they walk down a bright glass corridor.

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  • A younger colleague leans over a desk to talk through papers with a senior colleague in a white loft office.

    mentor-review

    A younger colleague leans over a desk to talk through papers with a senior colleague in a white loft office.

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  • An older mentor leans in and points at a screen as a younger colleague reacts at his computer.

    mentor-screen

    An older mentor leans in and points at a screen as a younger colleague reacts at his computer.

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  • A home desk with a monitor and leafy plants beside window blinds letting in daylight.

    home-desk

    A home desk with a monitor and leafy plants beside window blinds letting in daylight.

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  • A small team laughs together around a white meeting table with laptops and notes.

    team-laughing

    A small team laughs together around a white meeting table with laptops and notes.

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  • Close-up of hands with pens over printed documents on a dark wooden meeting table.

    hands-documents

    Close-up of hands with pens over printed documents on a dark wooden meeting table.

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  • Two people point with pens at a form on a clipboard laid on a weathered table.

    hands-form

    Two people point with pens at a form on a clipboard laid on a weathered table.

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  • A thick weathered rope tied in a tight knot against a soft green background.

    rope-knot

    A thick weathered rope tied in a tight knot against a soft green background.

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  • A ball of natural twine with a loose strand looping across a deep green surface.

    twine-ball

    A ball of natural twine with a loose strand looping across a deep green surface.

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04 · Use

On a page.

Frame

Inside a card, the photograph takes the card's corners (1rem) and fills its half edge to edge. Crops follow the focal point; 4:3 and 16:10 are the usual frames.

Words

No text over photographs on the site. In slides and social, words sit on a solid Evergreen panel beside or below the image, never on the busy part.

License

All 37 are from Pexels under its free license: commercial use and editing allowed, no attribution required, not resold as they are. Each card links to its source.