The visual style of Metsä is simple and authentic with an industrial edge
All images should feel contemporary without being trendy or cliched.
Lighting should feel natural but additional lighting can be used to add quality.
The images should reflect the fact that Metsä is proud of its roots as well as the strength and beauty of the wooden materials and the forest.
Focusing on the human angle and people should make the images easy to relate to.
As innovation and the responsible use of renewable raw materials are at the core of what we do, they should be featured whenever possible, especially in high level images.