12/03/2026
Part of the Bench brand work was sorting out their imagery — not just picking nice photos, but building a system the team could actually use without second-guessing every choice.
The approach was three buckets, each with a clear job:
✨️Peculiar — abstract, tension-heavy visuals with a sense of scale. The kind of image that makes you pause. These keep the brand from looking like every other advertising consultancy.
📣Advertising — real out-of-home environments: billboards, transit, street media. Immediately relevant to what Bench does, and anchors the brand in the world it actually works in.
👥Moments in time — people in motion. Commuting, walking, waiting. Observational rather than staged. Not polished lifestyle imagery. Real attention in real life.
Stock was documented to a clear standard (Adobe Stock as the primary library, with guidance on lighting, composition, and what to avoid). AI imagery was introduced for the Peculiar category specifically — the concepts that are genuinely hard to source — with usage notes to keep outputs consistent with Bench’s look.
The result: the team can now source or generate imagery without a designer approving every single choice.
That’s what a proper image system does. It removes the daily friction.
“The end results have been consistently strong.” — Ori Gold, CEO, Bench
