Goals

The objective was to create visually compelling, technically informative marketing materials that reflected Valriya’s commitment to precision engineering, design-forward aesthetics, and energy-efficient innovation. These materials would be used for trade shows, rep presentations, direct mail campaigns, and leave-behinds for specifiers, lighting designers, and architects.

Process

We identified key messaging pillars: performance, modularity, ease of specification, and aesthetic integration with modern architecture. From there, I led the development of a visual direction that balanced clean, architectural design with bold imagery and technical clarity. We ultimately pursued a look that combined crisp white space with dark accent tones, supported by architectural photography and detailed line art. Typography and layout were carefully chosen to align with the professional brand image, paired with a restrained color palette, mostly light colors with strategic use of Valriya’s brand blue and accent tones for calls to action and highlights.

Results

The results were immediate and measurable. Rep partners reported increased engagement during client meetings, especially due to the clarity and usability of the flyers. At LightFair and other trade events, the brochures helped Valriya stand out among spec-grade competitors with a polished, design-forward presentation. Internally, the materials became standard assets in our go-to-market toolkit, helping unify how we visually and verbally present the brand across channels.

Conclusion

This project reinforced the importance of combining design discipline with technical storytelling in the commercial lighting space. As creative lead, guiding this process from concept through execution allowed me to ensure that every visual element aligned with Valriya’s identity as a precise, innovative, and specifier-focused lighting brand.