Electrifying the brand.

Electrifying the brand.

Running the gamut of all things lumen, Luxrite—a brand that offers a wide range of lighting products—is both well-known throughout the industry as a leading lighting manufacturer and a prominent player in the field. Known for their Luxrite bulbs with the ability to provide different color temperatures—while their sales were booming, newer horizons were in the future. When Luxrite came to GCNY, they were already famed for both quality and craftsmanship, yet the stage was set for something even greater. GCNY was tasked with taking this well-known brand into the national limelight, consolidating an identity that matched their status.

The Turning Point

Brightening a well-lit path.

To sacrifice the brand’s equity on the altar of creativity would be fool’s work. Rather than disrupting the formula, we strove to take what existed, and re-imagine it for the current moment. Taking a fresh look at Luxrite, we dove straight into the heart of the brand, stripping it to its core hallmarks—and re-illuminating it.

The GCNY Partnership

A brand, re-illuminated.

We reimagined the most iconic elements of the current Luxrite wordmark for a look worthy of the present, while keeping the timeless elements that distinguish the brand. The result is a more mature, corporate mark that stands the test of time and glows with meaning. From this idea, we furnished an entire identity, culminating in the birth of a standout website. A central, neoclassic flare element imbues sense and smart into the brand’s collateral and packaging, while an abstract lighting effect lends dimension, depth and texture to all brand deliverables, and helps build out an identifier system for bulb K-scale and other metrics. Packaging is bright, attractive, and easily identifiable as a Luxrite product… as it should be.

Results