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REBRANDING

Visa Lighting is a performance driven architectural lighting manufacturer located in Milwaukee, WI. 

 

Re-branding was an effort to reflect what the company was already doing successfully, but in an increasingly compelling and persuasive manner.  A refreshed brand identity and design platform helped focus and define Visa Lighting visually and verbally in order to attract a younger generation of lighting specifiers.

PREVIOUS MEDIA

IDENTITY PLATFORM

BRAND VOICE

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Visa's  intent is to solve problems, improve environments, and maintain high standards and quality. Messaging is plain-spoken, original, inspiring, relatable, and confident. It's authentic and there is an absence of jargon. 

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TYPOGRAPHY

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The typography communicates clearly and cleanly. It's objective is to compliment a minimalist aesthetic and allow for versatility in a wide range of formats. 

COLOR PALETTE

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The refreshed color palette aimed to acknowledge the former classical tones in a revived and modern way. The new color palette aimed to strike a balance of boldness to attract millennials, yet maintain a  subtle nod to the 'blue' identifier for returning costumers.

VISUAL STYLE

IMAGERY

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Photography can quickly bring in potential consumers or drive them away. Most importantly, it presents the opportunity to construct an overall vision for the product. 

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  • Clean-cut, white background, product only shots. Helps to create a consistent look.

  • Modern, in-context, lifestyle images to boost energy and engagement.

  • Layered or strategic cropping to provide visual variety. 

GRAPHICS

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Format strives for delivering information to the consumer in a clear, unobtrusive fashion by being devoted to the minimal elements of typography and content layout. 

 

  • Visual white space and the absence of clutter enables viewers to focus.      

  • Implement grids for clean and natural navigation to allow for easily digestible information.

  • Bright colors used strategically - Used to draw attention to specific words, help convey a mood, or motivate a response. 

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