Peyer Decor, an international specialist in premium surface finishing, required a visual world that reflects more than 145 years of expertise, a strong commitment to quality and the technical complexity of its products. Conventional product photography often struggles to convey the abstract nature of surface treatments. The challenge was therefore to develop a visual language that communicates precision, technology, aesthetics and tradition, while remaining consistent, scalable and future-proof.
Strategy and vision: redefining visual language through AI
The process was grounded in the design system developed for the new website, which defined the visual framework including color palette, contrast and overall aesthetic. In parallel, a detailed questionnaire helped us capture Peyer Decor’s strategic and market-driven requirements for the visual language. To create a visual identity that is both distinctive and perfectly aligned with the design system, we chose a fully AI-driven approach using MidJourney. This strategic decision enabled us to develop visual metaphors for texture, impact and precision, while ensuring speed, consistency and flexibility in asset creation.
Execution with MidJourney: from prompts to a precise visual world
The execution relied on structured prompt engineering. We developed a master prompt along with specific style and parameter sets. To ensure long-term adaptability, we generated multiple visual moods, ranging from warm to neutral and cool. This allows Peyer Decor to adjust the visual tone of the website in line with trends, markets or product focus. We then produced thematically structured image series for technologies, industries and services. The focus was on strong visual metaphors, such as light refraction on surfaces or the precision of industrial processes. Through rapid iteration and refinement, we delivered a final selection of high-resolution, royalty-free images that integrate seamlessly with the brand and website.
The result is a visual portfolio that makes the quality of Peyer Decor tangible while leaving room for future growth.
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