Photography
Use an approved photo when a person, workspace, conversation, or physical object makes the work easier to understand.
Marketing guide
One clear message. One useful image.
Use this guide to choose the right visual system, write direct copy, and keep every asset traceable to an approved source.
01 · Choose a visual system
Show the part that carries the story.
Product theater
Use Gravity scenes, real product screenshots, or diagrams when the product, a workflow, or a system state is the evidence.
Do not use photography as filler. Do not present decorative rectangles as product evidence. Never use fake readable legal text, fake interfaces, gavels, scales, or courtrooms.
02 · Choose an image
Start with meaning, then choose the crop.
- Choose human or no human from the message. People carry judgment and emotion. Objects and environments carry process and knowledge.
- Choose the approved light or dark variant that fits the surface. Do not wash out a dark image to make a light version.
- Match the context and copy zone. Keep faces, active work, and the focal object clear.
- Download the derivative made for the channel. A new crop or generated variation needs review.
03 · Write the copy
Explain the change in plain language.
Every public asset should make five things easy to understand:
- Who the message is for.
- What painful workflow they live with today.
- What they can now do in Outlex.
- What disappears from their day.
- What they should do next.
Use “you” for product updates, landing pages, email, and social copy. Use “I” or “we” only when the asset is genuinely founder-led. One visual should carry one product truth and one clear action.
04 · Check approval
Keep visual approval and publication separate.
An approved image can be reused within its recorded formats. A new crop, treatment, route assignment, or generated variation still needs review. Publishing, scheduling, or deploying an asset remains a separate action.
Before review
- Confirm the exact asset ID and derivative.
- Check the message against the current GTM source of truth.
- Review desktop and mobile, light and dark, and every supported language.
- Keep the approval receipt with the final asset.
05 · Canonical sources