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Core Lighting

Project type

Branding, Web, Marketing

Role

Graphic Design, Web Design, Marketing

Core Lighting is a lighting design company that specializes in high-performance, energy-efficient fixtures for various architectural and commercial environments, with a strong reputation as leaders in the industry. While the company continued to grow, they identified an opportunity to better align their visual presence with the precision and sophistication of its products within today's increasingly digital-first landscape.

While the visual identity was strong, its application across campaign materials, web, and physical environments lacked consistency and clarity. My role in the company was to help translate Core Lighting’s technical excellence into a unified system that could communicate innovation and performance, while remaining flexible enough to scale across both digital and physical experiences.

The visual approach focused on utilizing light, space, and contrast as core design principles. This allowed the brand to reflect the performance of the products.

Rather than adding decorative elements, the system emphasized clean information architecture and product-forward layouts that allow illumination to become part of the brand expression.

The website redesign prioritized clarity and hierarchy, and the layouts were refined to guide users through various product offerings while also maintaining Core Lighting’s commitment to innovative craftsmanship.

Simplified navigation and content structure serve as both a functional product resource and a focused articulation of the brand’s values.

Experiential environments such as booth designs were directed to showcase product illumination as a central visual element, allowing light itself to become part of the storytelling.

Environmental graphics, signage, and layouts were all designed to highlight product performance within real-world conditions and reinforce Core Lighting’s position as an industry leader through spatial design.

Materials like email and social campaigns were also designed to maintain a unified tone while remaining flexible enough to support new product launches, promotions, and ongoing communications.

The brand evolution establishes a clear and cohesive presence across digital, experiential, and campaign platforms. By aligning visual language with product performance and innovation, Core Lighting improved their overall brand expression and visibility.

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