Designed to represent your overall, or general brand.

They can be used in a wider variety of places, such as anywhere on your website, social media, and as marketing material.

Designed to communicate or showcase something specific or unique about your business or product.

These photos are intentionally created for specific things, such as a specific page of your website. Some examples could be you want to show the specific sizes of your products, show the amenities your hotel offers, or have an image about a specific new collection of products.