Photo consistency across a catalogue of several hundred campsites
Formalising a visual guideline for product pages
As part of the Homair website redesign, every product page (campsite) opens on an intro photo that sets the visual tone for the page.
With several hundred campsites in the catalogue and marketing/communication teams publishing content continuously, this photo choice had to stay consistent with the new art direction without depending on a systematic design review.
I defined a selection guideline — framing, light, composition — handed over to the marketing and communication teams for autonomous use.
Outcome — A guideline adopted autonomously by the marketing teams for every new product page published since the redesign.
Context
The Homair redesign introduced a new, more editorial art direction, where each product page’s intro photo plays a central role in the first impression. With several hundred campsites in the catalogue and a publishing pace driven by marketing and communication rather than design, it wasn’t feasible to sign off on every photo choice individually.
Decision
Rather than remaining a mandatory checkpoint, I formalised a photo-selection guideline — explicit criteria for framing, light and composition — letting the marketing teams choose visuals consistent with the new identity on their own, without a systematic design review.
Outcome
This guideline has been used autonomously by the marketing and communication teams since the redesign, across every new product page published.
This project illustrates an often-invisible facet of design-system work: extending visual consistency beyond the screen, into the hands of the teams producing content day to day.