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Lifestyle Photography

Photography is one of the most powerful elements of our brand.
It creates the visual articulation of the Eva Home and should draw from all of the key themes below.
Everything, from the people and their clothing, the props and accessories down to the products themselves
should fit effortlessly together to create a sense of home.

Atmosphere

Our photography should capture a moment in time.

People are at their most intimate at home, and we want to show that in an authentic and aspirational way. It’s reflective of a place you’d want to be. We love all of life’s moments, even the messy ones.

The space should be warm and inviting, like you’re about to join old friends. Think lived in and authentic, not staged or contrived. Never cheesy or exclusive, always warm and inviting.

Places

Eva’s brand is all about home, and while a home is about more than four walls, the location of our photography plays a key role in creating the overall look and feel. The location should provide the foundation of a shoot; everything should build upon and draw inspiration from it.

An Eva Home is not any one style; it’s more of a feeling. It’s a sanctuary, somewhere that feels familiar and safe. It has charm and character, never cold and always welcoming. It feels lived in and beaming with warmth, whatever the design style.

When looking for a location consider the following:
  • Depth & high ceilings (space for the photographer/videographer
    to shoot and capture all hero angles of product)
  • Natural Light (consider different periods of the day)
  • Character/Charm
  • Access (consider working space, parking, moving, availability,
    travel time, etc.)
  • Diversity in architecture/design style
  • Versatility of style
  • Greenery
  • Props - how many props will be needed to build the space,
    the more props, the more prep work.
  • Budget
People

The people in our photography should embody all of the elements of the Eva Home. They should be approachable, relaxed and comfortable. People you’d want to be friends with, creating an atmosphere you’d like to be apart of.

It’s important that the models are aspirational in appearance but down to earth in nature. Not too posed or styled, with natural makeup, hair and clothing. They should reflect the diversity of our real customers in terms of age, ethnicity, gender, sexuality and expression. Ideally the models should feel confident in front of the camera and with each other, so that the smiles and interactions captured are as natural as possible.

Clothing should feel lived in and natural to the situation and the location, what you would usually wear in the setting.
Use predominantly neutral or earthy colours, with pops of brand colours (e.g., a pair of yellow socks or green watch).
Nothing too flashy or over the top, clothing and accessories should be items our customers could have in their own homes to maintain authenticity.

Styling

Location styling should always be reflective of the house itself. We don’t completely redress a home to make it fit our aesthetic, we want it to be as authentic as possible.

We use decorative items and accessories from the home itself where possible. Consider flowers or fruit from the garden, or other trinkets from around the home. Nothing should feel out of place or forced.

Props that are brought along should feel native to the space. Be intentional with things like books or games, think about the people living in the house and what they would actually use. Consider the details, make sure cups or plates are filled.

Texture is important, props should create layers of texture while not overshadowing our products.
Consider earthy and natural materials that have a subtle local element, such as a locally made ceramics or a magazine published in Melbourne. These create ‘Easter eggs’ and act as a nod to our Melbourne roots.

In general, avoid things that compete with the products or the space. Everything should be as natural as possible.

Product

The purpose of our photography is to highlight the desirability of our products. Therefore, they should always be shown in the most favourable way, whether that be the angle, lighting, colour, etc.

Our products should be the hero of the shot, but not the space. Reflecting our design philosophy, each product should sit naturally in the space, as if it has always been there.

Any interaction between the people and the products should feel natural, similar to how they would use it at their own home.

Perspective

Play around with perspective to create interesting angles and viewpoints. Lifestyle photography should tell a story and capture a moment that our customers would want to be immersed in.

We use a mixture of angles, hero wides and hand-held close ups to create images more intimate than commercial.

Remember, the photography is about highlighting the product and creating a space that feels aspirational to the customer.