Evolution of the image language

Collage of various portraits of very diverse happy and confident people set on a lime background

2012 — Before

Right at the beginning the XING image language poses a challenge. It’s comprised of random stock photos and very much represents the old working world: stiff, formal, colour-less, artificial, aloof.

3 stock images of stiff suit wearing business people, all white, attractive in a white and grey environment

2013 — First steps

Due to my eCommerce background I have supported the very first pool shoot (2013) in order to achieve a much needed update to the brand image language: Casual instead of tie and suit, with locations wherever modern work actually happens.

3 images of young, happy people at home and outside, sunny light and smiles

2016 — Brand pool shoot

From 2016 on I conduct photo shoots myself including planning, briefing, casting, stakeholder management, styling briefs and art direction while also overseeing the post production. The goal is to showcase the lived reality of professionals in all aspects of life, with authenticity and simply likeable.

Collage of various worklife scenes, people interacting with colleages, family or their dog, at home, at the office or outside. One shows a photo used in a typcial XING layout of 2016 with green hexagons, a logo and text.

2020 — Let there be light

A collage of bright and breezy surroundings with various younger people, happily working together.

A brand refresh brings a new corporate design. For this I develop a new image language that takes our brand personality to the next level:

  • bright
  • approachable
  • diverse
  • with vibrant splashes of colour
  • a high depth of field


This poses as an antidote to the prevalent, highly polished stock image look by focussing strongly on authenticity and immediacy.

There also is a stronger focus on storytelling.

2 image sequences of stylish offices showing various details of the same location, telling a story about the work environment
Image sequences for more storytelling: Bright and with splashes of colour

For the new look I’m conducting a pool shoot and work with image agencies to create a bespoke brand stock pool.

User surveys and in-person tests show a clear preference for the new material.

“Finally real people, not so stuck up, working 9 to 5 with nothing to laugh about.”
“I’m so happy you finally show more diverse people.”
“This looks like the people enjoy their work. To be honest, I’d like to join them!”

(Voices from a user feedback event)

Collage of diverse people in brightly lit surroundings, enjoying their work
Authentic, diverse, likeable, positive energy

The brightly lit clarity works perfectly with the new design assets.

3 example layouts of XING corporate design around 2020. White backgrounds with fresh green text fonds and photos.

2024 — Bigger, bolder, better business

Collage of various portraits of very diverse happy and confident people set on a lime background

The XING brand gets a strategic repositioning. With this comes a radical rejuvenation of the design. For this we need an image language that can keep up with the colourful, contrast-rich palette and the cheeky design elements.

a collage of sample portraits of confident people. Text reads: “energetic, we drive momentum. Fluid, flexible and open to all wakes of life. Positive, optimism without the bullshit. Lifelike, charismatic, cool, real.”
Another collage, text reads: “lime, mint, 
purple & friends, colour fingerprint? XING colour fingerprint! easing right into your brain. nice, subtle and most of all, plausible. no greige deserts or brand colour wonderlands. no filter, using real lighting conditions. no sepia, no insta colour filters, no artificial tints or coloured lights. let the real colours do their thing. contrasts & vibrancy, strong contrasts make for a strong composition. use a mix of light and dark areas to create exciting dynamics.”
A collage of various portraits of happy and content people of all backgrounds, next to them “Cast & Styling, confident, we know your value; diversity, reflecting the real-world in all its beauty. Authenticity, come as you are. no obvious styling, we mean it. come as you are.”
Collage plus text: “no artificial posing, don’t be boring. don’t try to sell me something. let’s be real here. look alive, show a captured moment, not a pose. center stage for personality, the face at the center of the story. show at least the head and the shoulders, also whatever makes the portrait great. Storytelling, evoke! emote! Inspire!

Another challenge is to get our marketing teams ready for action fast and cost-effectively, in order to bring the perception shift on the road immediately. For this I create a curated stock image pool that assures brand consistency.

After an exploration phase with user surveys I arrive at an image language that utilises strong portraits which turn our users into the heroes of their own careers. Colourful, diverse, with strong personalities, enthusiastic but most of all: without the bullshit.

Portfolio