Overview

The primary goal of the Auroralight website redesign was to create a digital experience that matched the craftsmanship, innovation, and premium quality of the brand’s lighting products. As the Creative Lead, I focused on aligning the design direction with these objectives, ensuring the new site would not only elevate brand perception but also improve usability for our key audiences, including architects, specifiers, and distributors. We set out to streamline product discovery, enhance visual storytelling, and provide a more intuitive user journey that supported both inspiration and technical research.

Process

Collaboration played a key role in this project, especially as we partnered with a third-party web development company to bring our designs to life. I served as the main liaison between our internal team and the external developers, providing detailed design specifications, interactive prototypes, and creative direction throughout the build process. This included managing responsive layouts, optimizing user flows, and ensuring that the design was faithfully implemented across desktop and mobile platforms. Frequent check-ins and iterative feedback loops helped streamline the collaboration and resolve any technical or design challenges quickly.

Conclusion

The final website successfully elevated Auroralight’s brand presence, offering a seamless and visually rich experience that reflected its high-end product line. We saw significant improvements in user engagement, with increased time on site and a noticeable boost in lead generation through the new contact and product inquiry features. The project exemplified the power of cross-functional collaboration and thoughtful design leadership in transforming a company’s digital footprint.