Case Study: A three-month overhaul of PurpleAir's photography and visual strategy — a consumer air quality tech brand selling direct online.
The situation
The Brief
PurpleAir was spending upward of $60,000 a month on an outside agency. The visuals weren't working. I came in as a one-person visual operation and changed that.
The problem
Visual Diagnosis
Great commercial photography doesn't start with a camera — it starts with understanding what a brand is failing to communicate and why. At PurpleAir, three structural problems were holding the visuals back.
No Visual Identity
Every channel looked like a different brand. No photographic direction, no consistency, no voice.
Imagery Without Intent
Photos existed to fill space, not to sell. No art direction. No understanding of how light and composition drive conversion.
Strategy Without Pictures
Campaigns and product launches were being built without visuals designed for them. Photography was an afterthought.
Three Phases, One System.
The Work
Building a visual
language from scratch.
The first order of business was establishing a photographic standard — a consistent approach to light, color, context, and composition that could scale across product pages, social content, paid media, and print. We produced commercial images spanning product photography, lifestyle shoots, behind-the-scenes content, and launch campaigns for three new products.
The results
Business Impact
The left side is the previous agency. The flat middle is the transition period. Everything on the right is after the visual overhaul. Costs dropped, impressions climbed, and conversions followed — without increasing the budget.
"This is the best photography PurpleAir has had."
— Andrew White, Account Executive, PurpleAir