A naming convention should help operations and debugging. It should not become the only way marketers can retrieve visual content. Put durable facts in the name and let richer discovery happen elsewhere.
Keep naming practical and add richer visual discovery on top.
A filename can reasonably include date, brand, project, location, product, photographer code, or sequence number. Trying to also encode mood, every visible object, intended channel, audience, season, and future campaign use creates long inconsistent strings that people stop maintaining.
Treat filenames as operational identifiers. Preserve the stable facts needed to trace an asset, then rely on searchable metadata and visual understanding for more subjective discovery.
Typical candidates are date, project or campaign, subject or product, location, and sequence. Use only fields the team can apply consistently.
Use one predictable pattern such as YYYY-MM-DD and hyphenated tokens so sorting and scanning stay simple.
Sequence numbers or original camera IDs can help trace duplicates and source files.
Mood, scene, composition, audience, and future editorial use are better handled by searchable enrichment.
Complex rules tend to collapse under real production pressure.
Stable facts age better than campaign-specific interpretations.
An imperfect filename should not make a visually relevant asset disappear.
Keep naming practical and add richer visual discovery on top.
Stop making filenames do all the work