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.
01 · Context
A consistency impossible to hold by hand
The Homair redesign introduced a 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, signing off on every photo choice individually simply wasn’t feasible. Remaining a mandatory checkpoint meant becoming the bottleneck of production.
02 · Decision
Hand over the criterion, not the decision
Rather than keeping control, I formalised a photo-selection guideline: explicit criteria for framing, light and composition, letting the teams choose visuals consistent with the new identity on their own.
Alongside the guideline come interactive cropping templates: they let anyone simulate an image’s responsive behaviour (mobile and desktop) straight away, and check that the key areas of a photo will never be cut off. The criterion becomes verifiable by the person publishing, at the moment they publish.
03 · Outcome
Genuine autonomy
The guideline has been used autonomously by the marketing and communication teams since the redesign, across every new product page published — with no design sign-off.
A design system doesn’t only live in Figma. Here it lives in the hands of the marketing teams who publish a product page without ever asking me.