The branded patterns consist of various single and organic lines to represent each individual’s growth and, ultimately, the growth of the entire organization. They serve as the main decorative elements and are always boldly displayed in the background. The brand icons are the visual expression of Impro’s core values and tools. Simple and light yet sophisticated, they communicate the core idea and components of the brand. People are at the heart of what Impro does, which is why people and portrait photography are a fundamental aspect of Impro’s branding. Each person has their own ‘mission’ with endless room for personal and professional growth. Impro’s photography style conveys friendliness, authenticity, and inclusion. The color, composition and feel should engage viewers and make them feel represented and empowered.