Behind the Lens: Showcasing Crucial Trading’s Natural Floor Coverings
- yana963
- Apr 15
- 2 min read
Updated: Aug 12
For Crucial Trading’s latest launch, we managed the creative and logistical process for a photoshoot capturing three collections: Aura, Sisal Divine and Wool Weather Watching. Each is crafted from natural materials, and it was essential the photography reflected not only the products’ beauty, but also their texture, quality and brand values.
Understanding the Brand
Crucial Trading is known for its innovation with natural fibres such as sisal, wool and seagrass. Their products combine craftsmanship with design-led thinking, making them a favourite for both homeowners and interior designers. We knew the imagery had to communicate this quality instantly — and work seamlessly for editorial, digital and press purposes.
Our Role
As an interiors PR agency, our job goes far beyond simply turning up on shoot day. We:
Advised on styling and colour direction to ensure the final images had strong editorial appeal.
Curated the creative team — photographer, stylist and assistants — with experience in interiors and product shoots.
Planned the shot list to meet the needs of print, digital, and social media assets.
Directed on set, making adjustments to ensure every shot told the right story for the brand.
This combination of creative input and practical coordination ensures the brand’s investment in photography delivers maximum PR value.
On the Day
Each collection was styled to highlight its unique qualities:
Aura — soft, calming tones with clean, uncluttered styling for a light, airy feel.
Sisal Divine — earthy textures paired with natural woods to reflect its organic origins.
Wool Weather Watching — layered fabrics and warm tones to evoke comfort and luxury.
Every decision — from the placement of a prop to the angle of the light — was considered with press coverage in mind.
The Outcome
The resulting imagery is visually striking, editorial-ready and reflective of Crucial Trading’s commitment to natural materials. These assets now form the backbone of the brand’s PR activity, ensuring consistent, compelling visuals across all channels.
For us, a photoshoot is never just about beautiful pictures — it’s about creating imagery that works hard for your brand, speaks to your audience, and earns its place in the media.
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