Mission

I was responsible for leading the development of comprehensive product documentation and marketing materials prior to the company’s rebrand. At this stage, Auroralight’s brand identity emphasized precision craftsmanship, rugged elegance, and technical performance, with a strong heritage rooted in California-made quality. My role involved preserving and amplifying this identity through the creation of spec sheets, installation guides, and detailed technical documents that clearly communicated the engineering integrity and versatility of each luminaire.

Process

Working closely with engineering and sales teams, I developed a standardized template system for all technical documents that ensured brand consistency, clarity, and functionality. Each spec sheet was designed to meet the rigorous demands of lighting designers, landscape architects, and distributors, blending detailed technical data with clean visual hierarchy and subtle design cues that echoed the existing brand’s utilitarian sophistication. Typography, iconography, and layout were refined to reflect the brand’s no-nonsense tone while supporting quick reference and usability in both digital and print formats.

In tandem, I led the creation of marketing materials, catalog pages, email campaigns, and product highlight sheets, that aligned with the legacy brand’s voice: professional, durable, and understatedly refined. Leveraging existing brand elements such as earthy tones, robust metallic textures, and straightforward messaging, these assets reinforced Auroralight’s reputation for excellence while providing a strong foundation to transition into the upcoming rebrand. Through this work, I helped strengthen the brand's credibility with its existing audience while laying the groundwork for future evolution.

Conclusion

This phase of work was critical in reinforcing Auroralight’s established brand identity while optimizing its technical and marketing communications for clarity, consistency, and impact. By thoughtfully aligning every piece of content with the company’s core values, precision, durability, and understated elegance, I helped ensure that the brand’s legacy remained strong and credible across all customer touchpoints. These efforts not only elevated the perception of Auroralight’s product line but also positioned the company for a smoother transition into its future rebrand, with a solid foundation of well-crafted, purpose-driven materials already in place.