BRAND DIRECTION
PROJEcT: BRILLI WELLNESS LIGHTING BRAND REFRESH, 2020-21
To accelerate Brilli Wellness Lighting’s growth during the height of the COVID-19 pandemic, I spearheaded a brand refresh to better align the brand’s aesthetic with its mission, values, and core customer personas.
My approach: Transition the brand away from bold Bauhaus to a new style that felt softer, fresher, and more relevant: The Clean Girl Aesthetic. This meant leaving behind bold but brash colors, “loud” serif fonts, and black and white lifestyle imagery, which wasn’t accurately reflecting the health benefits of Brilli’s circadian lighting.
For this initiative, I retained the original brand logo styling and diagonal slants on packaging so that there was clear consistency that we were still the same Brilli Wellness Lighting existing customers had come to love; we were just undergoing a glow-up.
I evolved the brand's previous primary yellow, blue, and green tones into a more modern, refreshing palette, leaning into “millennial” saturations that were spot-on for our core demographic. I also incorporated more white space and pops of green plants, smoothies, and fruits to convey the health benefits, and softened harsh circles into more organic shapes. The overall vibe was wellness.
Results from this undertaking delivered 21% higher YOY click-through rates on e-commerce, a 1000%+ YOY increase in annual sales, and new retail partnerships with Target, Home Depot, and Lowe's.
SAMPLES of Updated brand direction
redesign
PROJECT: ELLUMI ANTIMICrobial Product Line Rebrand, 2020
Following Lucidity Lights’ acquisition of the Ellumi brand and products, I led the effort to rebrand and rename the line; and fold it into the Brilli Wellness Lighting family of healthy home lighting. This project and subsequent launch of the Bright Clean brand resulted in award-winning new products and exclusive partnerships with Home Depot and Lowe’s.
