Atmosphere | Home
Art Director, Photographer, Stylist, Photo Retoucher
Responsible for project managing, concept creation, photography production, product photography, and post production. Intended for print and digital marketing, social media and e-commerce spaces.
Client Ask…
Atmosphere | Home was looking for branding and product photography to unify the product collections from various channels of their home decor and apparel line. They approached with the goal to elevate their product to market for a more luxurious clientele. I offered them a visual concept that was congruent with their marketing needs, created an aesthetic that was parallel to the product, and worked seamlessly between home decor channels, including throw pillows, candles, and apparel.
Look and Feel
Natural elements are a major influence of the product design. I enhanced the natural ties by incorporating wovens, cement and warm-toned grasses. I utilized directional light that mimics sunlight, further building on the concept of sophisticated natural beauty.
Creating Cohesion
Cross-channel cohesion was created by using similar textures, color pallets, and lighting scenarios. Elements such as the cement floor, natural woven rugs, and natural grasses help tie each photography set together, creating a seamless transference of brand aesthetic across all channels. Here (right) I utilized a cement board background that matches the color tone and texture of the images captured in a room scene.
Room Scene
This simple, yet refined environment further speaks to the natural influences that inspire this product line. Adding an element of atmosphere to the imagery enriches the product and the consumer’s shopping experience by providing real-world examples and inspiration for decor and design of interior spaces.
Incorporating Apparel
Proceeding in the same creative direction, utilizing similar photography surfaces, lighting, and props makes the apparel photography congruent with the other two product lines. Tieing all three lines together creates an overall aesthetic that supports and uplifts the brand.
Client Review
“When you’re a creative curating a lifestyle brand, it’s important to work with visionaries who see a brand building not just as a science but as an art. Haylie Jeter is just that type of visionary. Haylie’s attention to detail, and ability to breathe life into her projects is an innate skill that allows her to produce stunning work unique to each individual project. Haylie’s outstanding art direction made for a finished product that was so thought-out and seamless that every image she created worked equally well together, as they did individually. This allowed us to use the work she produced for us seamlessly between a host of advertising, marketing, and print / digital media platforms. Haylie is a one-of-a-kind talent.”
- Regan Ruiz, CEO Atmosphere | Home