Overview

In the wake of a comprehensive rebrand, Auroralight, a leader in architectural and landscape lighting, sought to translate its revitalized identity into a tangible, high-impact marketing tool. The product catalog stood at the heart of this effort: a key sales and specification resource for designers, architects, and distributors. As the Creative Lead, I was tasked with overseeing the design and production of the new catalog, ensuring it embodied the refined essence of the brand while functioning as a powerful sales asset.

Challenge

Integrating the Rebrand:
- The rebrand introduced a cleaner, more modern visual language with updated typography, color palette, and photographic direction. The challenge was incorporating these elements cohesively into a traditionally utilitarian format without sacrificing usability.

Balancing Aesthetic and Functionality:
- The catalog needed to serve both as an inspirational brand piece and a deeply technical reference tool. We had to ensure the new design didn't compromise the clarity required by specifiers and engineers.

Content Overhaul:
- Many products were being updated or phased out, requiring a full audit of SKUs, imagery, and technical documentation. Additionally, product copy had to be rewritten in line with the new brand voice.

Design

With a clear understanding of the objectives, I led the creation of wireframes that established a modular layout system. Key sections were defined: brand introduction, product families, technical data, application photography, and ordering information. Leveraging the new brand guidelines, we introduced a whole new system, ample white space, and refined typography. I established a hierarchy using typographic scale, color accenting, and iconography to improve navigation. To reflect the premium nature of the brand, we art-directed a new suite of product and application photography. Lighting was carefully controlled to highlight finishes, materials, and design features true to Auroralight’s artisanal quality.

Conclusion

The Auroralight catalog project exemplified the power of thoughtful design in bridging brand identity and user functionality. As Creative Lead, guiding the transformation from a technical document into a brand-forward, visually engaging tool was both a strategic and creative endeavor. The final product not only reflected the precision and craftsmanship central to Auroralight’s ethos but also empowered our sales and marketing teams with a resource that felt as elevated as the products themselves. This project reinforced the value of design leadership in cross-functional collaboration, and demonstrated how a well-executed catalog can serve as both a practical asset and a lasting expression of brand evolution.