People form an opinion about your brand in a split second, often before they’ve read a single word. Your visuals set the tone immediately. If they look generic, your brand will feel generic too.
Ideally, you’d use your own brand photography, especially if you want to connect with younger audiences who demand authenticity. A staggering 82% of Gen Z trust brands more when they see real people in advertising.
But if you run a small business, a custom photo shoot isn’t always practical. Budget, time, and logistics often get in the way. That’s why many people turn to stock photos.
The trouble is, most stock photo sites care more about quantity than quality. You end up scrolling through endless images that feel flat and lifeless.
That’s where this guide comes in.
The sites I’ve picked will help you find images that actually feel like your brand—so your visuals tell your story and help people remember you.
This isn’t a long, overwhelming list. I’ve chosen these sites because they’re genuinely useful for branding and design.
Some of these I use myself. Others I recommend because they offer strong visuals and clear licensing. A few links are affiliate links, which means I may earn a small commission if you buy through them. But I only include sites I actually think are worth your time.
What to look for in stock photos as a brand
Before you dive in, it’s worth knowing what makes a stock image work for your brand. That way, you’ll know what to look for and get more out of these sites.
Many pick photos just because they look nice. But strong brands are more intentional—they build a visual world on purpose.
Your photos are just as much a part of your branding as your logo, brand colours, brand fonts, and brand voice. Your images help people understand who you are and what you stand for.
So here’s what to look for in stock photos that will support your brand:
1. Brand fit
The best-looking photo means nothing if it doesn’t match your brand’s tone. The images you choose should reflect your brand’s personality and message.
You can ask yourself:
- Does this image reflect my brand values and tone?
- Does it evoke the right emotions?
- Does it speak to my target audience?
- Does it help set my brand apart from competitors?
If you have brand guidelines, check that the image matches your style—mood, colour, composition, and tone. If you don’t, trust your gut. If something feels off, better don’t use it.
2. Consistency
When all your images follow a clear style, people recognise your brand faster and remember it longer.
In fact, consistent visuals make your brand three to four times more visible, more professional, and more trustworthy. Some studies even show brands with consistent representation can boost their revenue by up to 23%.
But consistency doesn’t mean repeating the same photo or idea. Rather, it means picking images that feel like they belong together.
For example through:
- Subtle overlays (grain, texture, brand colour tints)
- Consistent lighting style
- A defined mood or atmosphere
- Repetition in composition or angles
- Matching contrast and sharpness
- Thoughtful cropping to control the visual focus
- Repeated visual themes: backgrounds, props, environments
3. Authenticity
People want brands that feel human—especially today, where so much in our world feels automated.
In fact, 90% of consumers said they’re looking for authenticity when deciding what brands they’ll support.
The difficulty is that authenticity looks different for every brand. Sometimes, a polished or slightly staged look is just fine. Ultimately, you should focus on what feels right for your brand and audience and not copy others.
4. Diversity
Inclusive visuals help more people feel seen by your brand, which builds connection and loyalty. But inclusivity isn’t about staging fake “diverse” scenes. It should still feel natural and true to your brand.
You might want to look for visuals that show:
- A mix of ages, ethnicities, body types, abilities, and gender types (but avoid clichés and stereotypes)
- Realistic scenarios that don’t feel staged
- A true reflection of your brand and audience
5. Licensing
To save yourself from headaches later on, always check the licence before using certain images.
Here’s what to pay attention to:
- Some images are free for personal or editorial use only. For brand work, you always need commercial rights.
- If you have to credit the photographer, this may look unprofessional in brand collateral.
- If the image features identifiable individuals or private locations, you will require a model or property release. Most premium sites include these, but free sites may not.
- Be careful when images feature logos or brands as you may not be allowed to use them.
- Look out for limits such as ‘editorial use only’ and ‘not for advertising’. These will prevent you from using the image for your brand.
The 8 best stock photo sites
There are loads of stock image sites out there, but many have poor quality control.
I narrowed this list down using three criteria:
- visual style
- licensing
- and how useful the site is for branding work.
I’ve focused on sites I use myself or recommend to clients. Each one has its own strengths, for example:
- Pexels offers free, quality images.
- Stocksy provides premium images perfect for storytelling.
- Bendito Mockup suits boutique brands needing minimal and refined aesthetics.
- Death to Stock is for those seeking more unique, artistic images.
So, let’s get started.
Pexels is my favourite website for free stock photos. The images are high quality and have a natural, authentic feel. The focus is more on lifestyle than staged scenes, although you will find these too.
Compared to many other free sites, I think Pexels sets a higher standard. The site also offers a good variety of scenes and motifs.
Style & aesthetic
- Big variety
- Natural lighting
- Lifestyle-focused
- Minimal posing
- Modern compositions
Licensing
- Free for commercial use
- No attribution required (though appreciated)
- Check for logos, recognisable brands, people and private spaces (releases not always included)
Best for
- Friendly and modern brands
- Personal brands and service businesses
- Social media, website imagery, etc.
Price
- Free (donation possible)
Why I like it
Pexels is one of the best free image libraries out there, with almost consistently high-quality photos. Many photos tell stories through movement, context and emotion—perfect for levelling up your blog posts, landing pages or social media.
Pexels also has a growing video library, so you can keep a consistent visual style across formats without worrying about costs.
Unsplash is another well-known stock photo library. Many of its images are clean, well-composed, and shot in natural light, which makes them easy to use in modern brand design.
Compared to other free sites, Unsplash still has a more refined, professional look but you might have to dig a bit more to find the best images. So I usually check Pexels first, then Unsplash.
Saying that, Unsplash also has a subscription version, where you can get access to very impressive premium images for a small monthly fee.
Style & aesthetic
- Big variety
- Art-directed minimalism
- Calm, atmospheric visuals
- Strong composition
- Natural light and simple styling
Licensing
- Free for commercial and personal use
- No attribution required (though appreciated)
- Check for logos, recognisable brands, people and private spaces (releases not always included)
- Unsplash+ plan includes stronger commercial protection (model and property released)
Best for
- Clean, modern brands
- Content creators and service businesses
- Websites, blogs, hero images, social media
Price
Free library
Unsplash+ premium subscription from 4USD/month
Why I like it
I like Unsplash for the same reasons that I like Pexels, although it’s missing videos.
On the other hand, Unsplash has an effective filter and search function, which makes it easier to find what you’re looking for.
Kaboompics is another free and one of the best stock photo sites. Its library is smaller than that of Pexels or Unsplash, but the quality is consistent with cohesive tones and modern styling.
Many photos come in sets, which makes it easier to keep your website or Instagram grid looking consistent.
Additionally, you can quickly check if an image fits your brand by filtering by colour.
Style & aesthetic
- Soft, muted colour tones
- Scandinavian-inspired and slightly more female styling
- Cohesive sets
- Modern, clean composition
Licensing
- Free for commercial use
- No attribution required
- Avoid images with recognisable brands or products
Best for
- Lifestyle, fashion, interior, beauty brands
- Brands with a soft, elegant aesthetic
- Blogs, Pinterest, social media visuals
Price
Free
Why I like it
The aesthetic feels curated, and even though it’s free, nothing looks cheap. The built-in colour palette tool makes it easy to see if an image fits your brand colours.
I specifically use Kaboompics when I need stock photography that feels soft and refined.
4. Bendito Mockup
Bendito Mockup is know for its premium mockups and now offers stock photography too. The library is still small, but it really stands out.
The collection is curated with art-directed compositions and cohesive sets that are great for branding.
Right now, you’ll find a focus on food and sports scenes, with a mix of close-ups and textured backgrounds that work well for websites, presentations, and social content.
Style & aesthetic
- Minimal and elegant
- High-end editorial feel
- Clean compositions
- Good mix of background visuals and focal shots
Licensing
- Commercial licences available
- Clear, designer-friendly terms
- Extended licensing options for larger projects
Best for
- Boutique design studios (portfolios)
- Premium brands
- High-end websites, moodboards, and brand presentations
Price
From $39 per image (depending on the licence)
Collections available
Why I like it
Bendito works with renowned photographers, and it shows. The consistent lighting, colour and styling make it easier to create a coherent visual brand.
There are also plenty of images suitable for backgrounds—the kind of images that designers actually need. Bendito definetely is a boutique alternative to crowded stock sites, and worth watching as its library continues to grow.
5. Stocksy
Stocksy is another fantastic alternative to the usual clichéd stock photo sites. The images are curated by photographers, ensuring consistently high quality. Expect natural lighting, rich textures and candid moments.
The broad library covers themes such as lifestyle, business, wellness, travel, portraits, and creative concept shots.
Style & aesthetic
- Authentic, artistic
- Emotional
- Documentary-style storytelling
- Natural colours, textured light
- Strong compositions, editorial feel
Licensing
- Royalty-free
- Clear commercial licences
- typically safe usage with model and property releases
Best for
- Storytelling brands
- Lifestyle, wellness, sustainability
- Purpose-driven businesses
- Editorial websites and campaigns
Price
From $35 USD per image (varies by size and use)
Why I like it
Although I haven’t used Stocksy personally yet, I would recommend it to brands looking for photography with real personality and depth.
What stands out is the site’s excellent search and filter functionality—you can filter by ethnicity, age, colour tone and more.
Next to images, you’ll also find video content there, not to mention the fact that the artists get a fair share.
6. Death to Stock
Death to Stock has been around for a while now. It offers high-quality pictures that feel creative and vibrant.
The stock images feature cinematic light, real emotion, and thoughtful art direction. Nothing about it feels like generic stock photography.
The themed collections explore topics like culture and environment, which makes them great for brands that want to tell a story. You’ll also find strong, textured, and abstract shots that work well in brand systems or web design.
Style & Aesthetic
- Raw, cinematic, atmospheric
- Editorial and documentary feel
- Emotional storytelling over perfect styling
Licensing
- Commercial use included
- Model and property releases for most images
- Straightforward, creator-friendly terms
Best for
- Bold, artistic brands
- Creative studios
- Campaigns, hero visuals, brand storytelling
Price
- Subscription from $19 USD per month
Why I like it
Death to Stock images feel stunning, consistent, and expressive.
Even though I think they’re great, I haven’t used Death to Stock yet because they’re subscription-only, and canceling can be a bit tricky. Yet, I keep coming back to look at them.
If you don’t mind a membership and want premium visuals that don’t look like stock, they’re worth checking out.
7. Editorial Stock Images
Editorial Stock Images is a smaller, niche library with a relaxed, lifestyle-focused aesthetic. The photos feel warm and personal. They would suit creative studios, personal brands, small businesses, wellness companies or mission-led brands.
The collection isn’t huge, but the style is consistent with its soft light and natural colours.
The affordable pricing makes it a good option when you want professional and unique stock images without breaking the bank.
Style & Aesthetic
- Raw textures and real locations
- Candid, human moments
- Soft light and organic compositions
- Strong storytelling potential
Licensing
- Commercial licences available
- Always check model and property releases before using in ads
Best for
- Values-driven brands
- Sustainability, NGOs, creative studios
- Brand storytelling, reports, websites, campaigns
Price
- From $15 USD per image
- Membership available from $49 USD per month
Why I like it
This stock photo site hits a sweet spot between stock and authenticity—ideal when you want relatable visuals that still look aesthetically pleasing.
Apart from images, Editorial Stock Images also has video material.
8. Stills
Stills is one of the most artfully curated stock photo platforms out there. It feels more like browsing a photography archive than a typical stock library.
The collection is built by established photographers and visual artists and is full of cinematic light, rich textures, storytelling, and emotional depth.
Stills leans on the premium end of this list, but compared to hiring a photographer of that level, it’s still affordable.
Style & Aesthetic
- Cinematic and atmospheric
- Rich textures and beautiful light
- Minimal but emotional storytelling
- Artistic and premium feel
Licensing
- Commercial licences available
- Check usage rights for ads and campaigns
Best for
- Premium lifestyle brands
- Creative studios and campaigns
- Hero visuals and brand systems
Price
- Starting at $147.00 USD (depending on resolution)
Why I like it
Stills bridges the gap between stock photography and art. You’re licensing work from serious photographers and artists like &Walsh, Theo Gosselin, and Joe Pettet-Smith. This type of work normally lives in galleries and high-end campaigns.
Every image feels considered and full of mood. I haven’t used it personally yet because it sits at the higher end of the price range, but compared to commissioning similar talent, it’s still quite affordable and quicker.
Other stock photo sites worth exploring
I only picked a few top stock photo sites, but there are plenty more worth checking out if you haven’t found what you’re looking for. For example:
- Mockup Maison: Small selection of modern, minimalist imagery from another mockup library.
- iStock: Huge library, mixed quality, but useful if you already have a subscription (I use it for one of my clients and it’s OK).
- TONL, Nappy and CreateHER Stock: Culturally rich photography with strong diversity.
- EyeEm: Community-driven marketplace with unique, artistic, and documentary-style images.
- Burst by Shopify: A free stock library aimed at small businesses and start-ups. Practical and versatile, but somewhat stocky.
Wrapping up
Stock photos don’t have to look generic or cheap. With the right sources and a clear visual direction, you can build a professional, consistent brand look.
To get started, focus on these three steps:
- Define your visual direction: Decide on your brand’s photography style before you start searching. Think about the mood, lighting, and colour palette you want. Use this as your filter for picking images later on.
- Choose the right sources: Choose platforms that match your style and values. You might want to pick a few go-to sources and stick with them for consistency.
- Curate your own image library: Save images that fit your brand into dedicated folders or collections as you go. It’ll make future projects faster and help you keep your visuals consistent across your website, social media, and marketing.
If you’d like help defining your photography style or building a consistent visual system for your brand, just reach out through my contact form. I’d be happy to help.
Title image by RF._.studio _ via Pexels
