PureHue didn’t begin on paper or in a plan. It began as a feeling — a quiet pull from the world around us. For years, we worked separately — a photographer, a calligrapher, a painter — each absorbed in our own rhythm. Nature was always there: in light, in movement, in silence. We noticed it, but never questioned it. Then everything began to shift. Water grew scarce. Forests thinned. Lake Urmia dried. Seasons lost their balance. Nature that had long inspired us now asked something of us. We slowed down. We listened. We studied, experimented with recycled materials, and joined Nature-Based Art Therapy programs. We learned through trial, failure, and reflection that art is never just an object — it is attention, healing, and reconnection. From that understanding, PureHue was born. A space where art, nature, sustainability, and mindfulness coexist. PureHue isn’t about producing more — it’s about creating with meaning. And the journey continues.
We are still learning, still listening, still creating — inviting others to step into dialogue with the living world.
Our Journey
Most nature art shows you a landscape. Ours reveals one that was hidden all along. Every PureHue piece begins as an original painting. Then a macro lens moves in closer than the eye would ever go — until the texture, sediment, and light inside the paint resolve into something new. A coastline. A canyon. A field seen from above. Worlds that were always there, waiting inside a single brushstroke. This is our own method: we paint, then we go looking inside what we've painted. The image you see exists nowhere else — it is discovered, not reproduced.
Three artists make this possible, across three countries: two painters in Iran, a photographer in Italy, brought together in Toronto. Each work carries all three hands — painted, seen, and revealed across borders before it reaches a wall.
The result is nature-inspired art with depth and restraint — produced as limited-edition, museum-quality giclée on sustainably sourced materials. Made for spaces that ask for more than art.
Nature found
not depicted
Meet Our Team
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![Photographer]()
Leila Heidarifard
Born in Tehran, Leila is a professional photographer with over ten years of experience across commercial, documentary, and conceptual photography. She holds a Master's in New Technologies of Art from the Accademia Albertina di Belle Arti, Turin, and a Bachelor's in Graphic Design from the University of Culture and Art, Tehran. As the former director of Narsis Photography, she led industrial and advertising photography projects. Her work has been exhibited in group shows in Iran and Italy.
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![Painter]()
Tannaz Boreiri
Tannaz born in 1991 in Tehran, Iran, is a painter who embarked on her artistic journey in 2012, with a focus on painting. Holding a Master's degree from the University of Art in Tehran, she has participated in several group exhibitions since 2014, showcasing her evocative and thought-provoking artistry. Her works reflect intuitive experiences, employing diverse techniques to create worlds that navigate the boundary between the material and the meaningful.
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![Negin Roeindel (Calligraphy Artist)]()
Negin Roeindel
Negin , a painter and digital artist, graduated with a degree in Painting from the University of Art and Architecture of Tehran. Active in the art world since 2016, she has participated in numerous group exhibitions. Negin views art as a medium to awaken human consciousness, using it to reveal the truth beneath the surface of objects and beings. Her work aims to guide viewers toward light and elevated awareness, inviting them to explore the essence of existence beyond everyday reality.
Macro Photography of an Original Painting
In Hermetic philosophy, the universe is reflected in every fragment.
The macro image is not separate from the whole painting —
it is the whole, expressed differently. A centimeter of paint holds the same emotional universe as the full canvas.
The fragment contains the infinite.
“As above, so below; as below, so above.”
— Hermetic Philosophy
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![Sohrab Sepehri (Environmental Artist & Poet)]()
"I am close to the beginning of the earth. I live by water, not by restlessness. I need green, silence, birds, and light. I went to watch the world and returned I went inside myself."
Sohrab Sepehri (Environmental Artist & Poet)
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"Art is a kind of innate drive that seizes a human being. The artist is not a person endowed with free will who seeks his own ends, but one who allows art to realize its purpose through him."
Carl Jung (Founder of analytical psychology)
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![Black and white photo of a middle-aged man with curly hair, wearing a dark shirt, leaning against a wall of glass bricks, looking at the camera with a gentle expression.]()
"We're going so far as to destroy the earth because of our addiction. The disconnect from the body of the earth really has to do with the disconnect from our own bodies. The two are together."
Gabor Maté (Trauma Physician)
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![Andy Goldsworthy (Environmental Artist)]()
“I want to get under the surface. We often forget that We are Nature. My art is an attempt to reach beyond the surface appearance. I want to see growth in wood, time in stone”
Andy Goldsworthy (Environmental Artist)
NBAT Practice
Nature-Based Art Therapy (NBAT) is a holistic and experiential healing approach that integrates the restorative qualities of the natural world with the transformative power of artistic expression. By engaging with natural materials and mindful creative practices, NBAT supports emotional well-being, reduces stress, and fosters a deeper connection between individuals and the ecosystems.
What scientists say about NBAT?
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