A key USP of Ramp’s offering is around how portable and flexible their software is for businesses, so we were given the direction that these images didn’t necessarily need to live in a typical business environment. They wanted to connect with their consumers on a relatable level and include interior spaces that felt lived in rather than a fully artificial, staged set. In addition to this, all the content still needed to be aspirational, evoking the successful life that utilising Ramp could offer – and allow customers to enjoy.
Taking a few references from Ramp, we worked to develop the tone and composition of the images. It was clear the human element of these images would be what allowed customers to connect with the brand, and we sought to weave that throughout our work. Whilst the product images and animations needed to be uncluttered to fully hero the card and devices on which the software was being displayed, we knew there was room to bring an organic, softer tone that would allude to a more human sense.
By using textures like polished marble, limewashed walls and bright, warm colours, the sets we developed all fed into the creative idea that we weren’t just working with a fintech brand, but a lifestyle brand too. Through trend analysis and audience research, we were able to distil the textures that would epitomise an aspirational lifestyle, one that wasn’t flashy or gaudy – but authentic, and human.
