Proluxe lighting

A division of American Lighting that needed to Solutions project a more progressive image, appealing to high-end audio-visual teams rather than resembling its parent company's straightforward style.

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Brand book

With this brand book Proluxe unveiled a new sophisticated look, reflecting our involvement in high-end, whole home integrated projects. The updated look incorporates elements of luxury so our image and products appeal to higher-end clients that are looking to elevate the look and experience with their home.

Dealers strategy guide

Designed to give lighting dealers the essential tools and knowledge to effectively market and sell Proluxe products. This brochure highlights the exceptional support Proluxe offers, emphasizing how their solutions and dedicated customer service can elevate a sales strategy. Dive into detailed product information, sales techniques, and exclusive support resources that make Proluxe a pivotal partner in the dealers business success.

ChromaDMX product brochure

Designed to give lighting dealers the essential tools and knowledge to effectively market and sell Proluxe products. This brochure highlights the exceptional support Proluxe offers, emphasizing how their solutions and dedicated customer service can elevate a sales strategy. Dive into detailed product information, sales techniques, and exclusive support resources that make Proluxe a pivotal partner in the dealers business success.

Fundamental to the redesign was an eCommerce component that provides a seamless process for their customers to purchase, track, and reorder products. One of the key improvements that were made was a more intuitive search function, enabling the customers to find products quickly and efficiently. We also added a product comparison tool, allowing users to make informed purchasing decisions.

Launching Proluxe’s new look was just as crucial as the functionality upgrade. The revamped design wasn't just a visual refresh; it was integral to reinforcing the brand’s new identity. By blending the aesthetic overhaul with enhanced functionality, Proluxe Lighting ensured that their new website not only performs better but also projects the sleek, high-end image they aim to convey.

A collaborative approach for a superior customer experience

For Proluxe Lighting, this project was monumental. Operations, Sales, Marketing, and Creatives were brought together for a complete overhaul. Since Proluxe’s inception, it's websites served mainly as a catalog.

Managing the print production of the PVC panels was another key responsibility, involving close collaboration with print vendors to maintain the highest quality standards while adhering to tight deadlines. The outcome was a visually cohesive, dynamic space where attendees walked away with a deeper understanding of how Proluxe can work for them.

They looked to Tony to create graphics for 2 corners of the booth, calling it the Proluxe Learning Lab. These panels introduced new concepts and advancements in the industry as well as Proluxe products. For other parts of the booth they consulted with Tony to make sure they fell into the parameters of the new look.

About the project

Organization profile

Proluxe Lighting, a division of American Lighting, sought to refresh their brand identity to better align with their target market of Audio Visual groups, reflecting their dedication to innovative, integrated lighting solutions.

Founded in 2019, Proluxe specializes in unique, integrated LED lighting solutions for various high-end residential spaces. By partnering closely with home integration companies and providing exceptional support throughout design and installation, Proluxe enhances the lighting experience and transforms how people perceive their environments.

A new look and education shine in Proluxe’s largest trade show booth to date

Proluxe always tackles each booth with a DIY mindset. For years, and 2024 was no different, they used a modular system. The system consisted of 8’ (2’ extensions too) metal frames they could configure to their needs. For any graphics and product installations, they would use PVC panels that would then install into the metal frames. All done in house.