Avrett Design is a designer-exclusive, custom lighting and furniture studio specializing in hard edged wrought iron and welded steel pieces. When the founder and lead designer, Peyton Avrett, came to me, he was looking for more than just product photography. He wanted a cohesive visual style that reflected the bold precision of his work and could carry his brand across platforms.
From website galleries to printed product catalogs displayed in design centers in Chicago, New York and Charleston, the goal was clear: craft a visual language and style guide that would make Avrett’s imagery feel unmistakably their own.
The Challenge
Avrett’s pieces are powerful in form and presence, sculptural statements in steel, but their imagery hadn’t yet matched the vision. Peyton needed photography that was equal parts documentation and storytelling: clear enough to serve the technical need of designers, yet elevated enough to embody the artistry behind the brand. The challenge was to create not just images, but a system of imagery: consistent, editorial, and aligned with the brand’s design ethos.
The Process
To bring Avrett’s vision to life, we built a shoot plan that captured both the precision and the spirit of the brand:
Product Photography: Detailed editorial images that highlighted craftsmanship, finishes, and form, designed for both web galleries and printed catalogs.
Branding Portraits: Professional, yet authentic images of Peyton, grounding the brand in its creative leader and giving clients a human connection to the work.
Environmental Photography: Contextual images that placed Avrett’s pieces within space and story, tying their design presence to the forge’s creative energy.
Process Photography: Behind-the-scenes storytelling, sparks flying, steel bending, the artistry of hands at work, visuals that revealed the human craft behind every design.
The Results
The final library provided Avrett Design with more than photos: it delivered a visual strategy. With a consistent style guide and imagery that spans product detail, process, portrait, and environment, the brand now has a unified visual identity across all platforms.
Displayed in three national design centers and used daily across marketing touchpoints, the photography doesn’t just show the work, it embodies the brand’s presence: bold, precise, and undeniably Avrett.
Your brand deserves imagery that works as hard as you do. If you’re ready to create a visual language that elevates your business, let’s start the conversation!
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