Curating Stock Images That Feel On Brand
How to Find Aligned Stock Images That Actually Work For Your Brand
One of the biggest hurdles many creatives and founders face when designing a website is not having enough quality imagery. Sometimes they haven’t had a brand shoot yet, or the photos they do have don’t fully reflect the mood, aesthetic, or energy of their brand. That doesn’t mean you have to settle for generic, overused visuals.
Stock imagery—when used intentionally—can still feel cohesive, fresh, and brand-aligned.
Client Website: NEO Classical Pilates
This site was curated from purely free stock images, behinds his founder picture. There is only 1 paid stock image as we needed a specific pilates machine image.
Before You Start Searching: Lay the Groundwork
Before you type anything into a stock image site, do these quick things to save time and get better results:
1. Get clear on the mood and tone of your brand.
Are you going for something warm and grounded? Clean and elevated? Edgy and unexpected? Write down a few mood words like: calm, ethereal, modern, raw, artistic, luxe, grounded, vibrant.
2. Know your color palette.
Keep your brand colors in mind while searching so you can favor images that naturally incorporate or complement them. This helps with visual consistency across your site.
3. Understand what needs to be shown.
Think about the actual moments, scenes, or feelings that need to be illustrated. For example, if you’re a coach, do you want to show collaboration, solitude, transformation, or everyday rituals?
Think Creatively About Search Terms
The trick to finding less obvious (but still aligned) images is to expand the way you describe what you’re looking for. Use a mix of:
Feeling-based words: soft light, joy, minimal, connection, expansion
Scene words: rooftop, windows, desk, home studio, city park, movement, shadow
Metaphorical concepts: balance, breakthrough, clarity, transformation
Color or light: beige tones, warm lighting, golden hour, soft shadows, pastel
Aesthetic terms: editorial, film, vintage, muted, organic
Play around with combinations like:
✨ "minimal desk flatlay beige tones with brown skin hands"
✨ "sunlight through window quiet moment"
✨ "african-american movement abstract body editorial lighting"
Go Deeper Than Page 1
Once you enter a search term, don’t stop at the first row of results. Most people grab what's popular, which is why so many websites start to look the same. Click through multiple pages, and also try using filters for orientation (horizontal/vertical), color, or even age of the image.
Pro tip: Use lesser-known stock sites or toggle by “least downloaded” or “most recent” if the platform allows. This helps you find underused gems.
Real-World Example: Neoclassical Pilates
Every image and video on this site is stock—yet it still feels elevated, consistent, and custom to the brand. Here’s why it works:
Cohesive Tone: All visuals evoke a sense of calm, fluidity, and intentional movement. There's a recurring softness in lighting and a minimal, slightly moody aesthetic that aligns with the brand’s name and tone.
Color Consistency: The images and videos use a palette of neutrals, creams, soft greys, and occasional deep tones. No loud or jarring colors distract from the brand message.
Thematic Storytelling: Even though the visuals are stock, they support the experience Neoclassical Pilates aims to provide—graceful, intentional, reformer-based movement with an emphasis on form, embodiment, and refinement.
Unexpected Crops + Details: Rather than showing full body workouts, many images are close-ups of movement, light, hands, breath, or atmosphere—allowing visitors to feel into the essence rather than just view an action.
Final Thoughts: Stock imagery doesn’t have to be boring or disconnected from your brand. With a little preparation, thoughtful searching, and a clear visual tone, you can create a site that feels uniquely you—even if you’re not working with custom photos yet.
This type of visual curation is part of what we do inside our Signature Launch Website Package, where we help clients build a custom website and launch it powerfully. From image strategy to copy to layout—we guide you through the full experience of bringing your brand to life online.
If you're in the process of designing your website and feel stuck on visuals, this is exactly the kind of strategy we use to bridge the gap between what’s available and what your brand needs to feel like.
