Proluxe lighting
Art direction, brand guidelines, logo design, print design, web design, trade show graphics
As a division of American Lighting, Proluxe set out to stand apart—elevating its identity with a progressive look that resonated with high-end AV teams.
Defining the proluxe identity
I developed the Proluxe brand book to introduce a refined new look, reflecting the division’s role in high-end, whole-home integrated projects. Favoring a dramatic style, premium finishes, and warm tones over the color-saturated aesthetic common in tech-driven lighting, the identity established Proluxe’s premium positioning and appealed to clients seeking to elevate both the look and experience of their homes.
Dealer strategy guide
This brochure provided lighting dealers with tools to market and sell Proluxe products more effectively. I designed the piece as one of the first applications of the refreshed identity, combining detailed product information, sales techniques, and support resources. In doing so, it reinforced Proluxe’s premium positioning while strengthening dealer relationships and delivering a consistent brand experience across the market.
ChromaDMX product launch brochure
The ChromaDMX brochure introduced one of Proluxe’s most advanced downlighting solutions with a premium presentation consistent with the refreshed identity. Clear technical details and bold visuals highlighted both performance and elevated design, giving sales teams a polished resource for customer conversations.
Product launch brochures
From downlights to flexible neon and slim-profile tape light, I designed a series of brochures that demonstrated how Proluxe’s updated identity translated across diverse product categories. Each piece carried the same dramatic design system, creating consistency while giving every product line its own moment.
A collaborative approach for a superior customer experience
For Proluxe, the website marked a major transformation—bringing Operations, Sales, Marketing, and Creative together to build an eCommerce platform. What had been a basic catalog-style site evolved into a smooth experience with intuitive search, product comparison, and newly introduced purchasing. Guided by the refreshed identity, I directed the design to pair high-end aesthetics with practical tools, delivering both performance and style.
A new look and education shine in Proluxe’s largest booth
Proluxe’s largest booth highlighted the brand’s refreshed identity in full. Built with a modular system that allowed the team to set up the booth themselves, it demonstrated both efficiency and presence. I designed graphics for the Proluxe Learning Lab, featuring new industry advancements and products, and advised on other booth graphics to maintain a cohesive overall look. Beyond design, I managed print production and vendor coordination to ensure everything was delivered on time and at quality—resulting in an engaging environment that educated visitors while reinforcing Proluxe’s elevated positioning.
