Mission

I led the end-to-end process of a comprehensive rebrand designed to reflect the company's evolution and technical excellence. The existing brand, though trusted, no longer conveyed the innovation, precision, and craftsmanship that define Auroralight’s product line. My goal was to modernize the brand while preserving the integrity and reputation it had built over two decades. This involved a new visual identity, updated tone of voice, redesigned marketing collateral, and a deep dive into technical documentation such as specification sheets and installation guides.

Process

The project began with discovery sessions involving engineering, sales, and customer service to ensure the rebrand met both creative and functional requirements. We created a new visual identity system, featuring a refined logo, updated color palette, and clean, modern typography—that emphasized both sophistication and technical clarity. These elements were designed to scale across both print and digital mediums, reinforcing the brand’s position in the high-end architectural lighting market. We also developed a comprehensive brand guideline document to ensure consistency across departments and future initiatives.

Technical

A major component of the rebrand was the redesign of all technical documentation. The previous spec sheets and installation guides were text-heavy, visually inconsistent, and often difficult to interpret quickly in the field. Working closely with engineering and product management, I led the redesign of over 100 documents, focusing on user-friendly layouts, annotated diagrams, iconography, and modular templates. These updates dramatically improved the clarity and utility of the documents for specifiers, contractors, and end users. We also introduced digital versions optimized for mobile devices and field use, ensuring accessibility across all touchpoints.

Conclusion

The rebrand culminated in a successful rollout across Auroralight’s website, trade show materials, and product packaging, with overwhelmingly positive feedback from both internal teams and external partners. The new spec sheets and installation guides were particularly well-received by field technicians, reducing installation errors and support calls. This project not only revitalized the Auroralight brand but also reinforced our commitment to design excellence, positioning the company for future growth in a competitive market.