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For over 60 years, Rug Centre has been a trusted Afghan family business that creates exquisite hand-knotted rugs and kilims. As part of my collaboration with them, I offered a comprehensive range of services, including branding, web design, photography, and video production.

With my design expertise, I developed a visually stunning e-commerce website that truly showcased the beauty and intricate craftsmanship of each rug. Working closely with the client, I made sure that the website design was in sync with the company’s core values and effectively conveyed their unique brand identity.

Furthermore, my adept photography skills enabled me to capture the distinctive character of each rug, resulting in an online shopping experience that was both immersive and captivating.

Lifestyle product photography

I transformed Rug Centre‘s business by expanding its reach and increasing its customer base. The e-commerce website enabled customers to browse and purchase rugs from the comfort of their own homes, while the product and lifestyle photography showcased the beauty and versatility of each rug, making it easier for customers to visualise them in their own homes.

How the rugs are made

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Having known and used the work of Joao for photography and graphics to promote Yarash Rugs, Rug Centre and Eastern Rugs, I would highly recommend him. His photographs are second to none in really being able to show the detail and quality of the rugs. Joao has the ability to understand the wide range of customer our rugs are aimed at and has produced books, leaflets, advertisements and mailshots, all beautifully, as well as tastefully presented. Joao will discuss our ideas but ultimately guides us. His standards are extremely high and he will not produce anything which he feels is substandard. He has often worked with us on shoots where there is great time pressure and sometimes difficult circumstances, but he has always maintained his high standard of work, whilst demonstrating great flexibility and willingness to 'go the extra mile'. He remains our first and only choice as a photographer and graphic designer.
Masoud Yarash
Founder / Director