Who we are
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.
Who we are
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. Over six months, I produced over 5,400 commercial images spanning product photography, lifestyle shoots, behind-the-scenes content, and launch campaigns for three new products.
Research backs up what photographers already know: in Etsy's buyer surveys, 90% of shoppers rated photo quality as the most important factor in a purchase decision — outranking price, shipping costs, and reviews. eBay's own data found that a second product image doubled conversions over one. Every frame here was shot with that reality in mind.
Who we are
Business Impact
When the creative foundation is right, the numbers follow. After rebuilding PurpleAir's visual identity, every performance metric improved — while the monthly ad budget was cut by 75%.
