Brilli Bright Clean
Creative Director, Brand Strategist, Digital Strategist
rebranding a category disruptor
Good branding isn't just a new logo or a new name; it’s a strategic pivot to better articulate what the brand is about, what the product does, and create equity in the mind of the consumer.
Following Lucidity Lights’ acquisition of Ellumi and their revolutionary antimicrobial lighting technology in 2020, I led the effort to rebrand and relaunch Ellumi products as a brand line extension for Brilli Wellness Lighting.
brand strategy, design & Mobile app product management
Brilli bright clean
BEFORE
Ellumi was a struggling brand with an excellent product: LED home lighting that eliminates viruses, bacteria, mold, and even odors, safely.
In 2020, Brilli Wellness Lighting acquired at a pivotal time: the peak of the global COVID pandemic.
Ellumi was suffering from poor brand equity and affinity, characterized by low brand awareness, few repeat customers, negative reviews, and unclear messaging about the core features, benefits, and effectiveness of the products.
We needed to emphasize the product’s safe, UV-free technology and proven efficacy. As a highly regulated product that kills viruses and bacteria, we also had to navigate compliance guidelines around messaging and imagery.
The goal of the rebrand project was to increase brand awareness, attract and secure partnerships with major retail partners like Target and Home Depot, and drive product sales by clearly conveying the benefits of Brilli’s energy-efficient LED antimicrobial lighting.
After
my Approach
I focused on humanizing the technology, making the highly regulated and technical product feel approachable, safe, necessary, and premium. Other virus-killing lighting products that made similar claims were NOT safe to be used around humans, so this was a key differentiating factor for the brand.
When Brilli Wellness Lighting acquired Ellumi, a first-of-its-kind LED lighting technology that safely eliminated viruses, bacteria, and odors, I was tasked with rebranding the product and folding it into Brilli’s brand family.
I highlighted the core benefits of the product (illumination and effective cleaning power) along with a clean, modern, minimalist design, clear but memorable messaging, and scientific validation to drive real results.
I ensured that the new packaging was accessible and easy to understand, even from the aisle of a retailer like Home Depot. The updated branding highlighted real results, scientific validation, and utilized visuals that highlighted how the product worked, even when “invisible”.
For concept inspiration, I looked to technology brands known for effective, long-lasting, trusted products, like Dyson and iRobot, and approachable, sustainability-focused brands like Rothy’s and Seventh Generation.
Ellumi’s brand was busy and the messaging overcomplicated, particularly on packaging, but even in the logo. I knew that minimalism would elevate the brand and make the core product messaging around its technology and effectiveness easier to understand.
the results
exclusive partnerships with
$24M
In record annual revenue
award recognition from
Award recognition from
brand concept pitch & Strategy, 2020
Brand Concept 1
Tech-forward Minimalism
Sleek and futuristic, dramatic, elevated and “worth the cost”.
Aspirational brands that embody this concept include: Peloton, Dyson, Equinox.
Brand Concept 3
Seeing Green
Brands that are for everyone, every day (“everyday use”). These brands emphasize sustainability as their primary mission, and blend seamlessly into your day-to-day life.
Aspirational brands that embody this concept include: Rothy’s, Reel, and Seventh Generation.
For concept inspiration, I looked to technology brands known for effective, long-lasting, trusted products, like Dyson and iRobot, and approachable, sustainability-focused brands like Rothy’s and Seventh Generation.
Ellumi’s brand was busy and the messaging overcomplicated, particularly on packaging, but even in the logo. I knew that minimalism would elevate the brand, and make the core product messaging around its technology and effectiveness easier to understand.
Brand Concept 2 Humanized-Technology
Innovative yet approachable, humanized technology brands are positive, playful, and empathetic.
“Service”-oriented, functionality, reliability, and “ease of use” are key characteristics.
Aspirational brands that embody this concept include: Amazon Prime, Roku, and Jet.
mobile application Product Management, 2022
To support the launch of the smart-enabled Bright Clean line, I oversaw the creative direction for the mobile app interface and user education.
We focused on a "set it and forget it" UX strategy, allowing users to automate antimicrobial cleaning cycles through custom scheduling and scene-setting. By integrating the app experience into our retail packaging and e-commerce storytelling, we successfully transformed the virus, bacteria, and mold-eliminating lighting technology into a comprehensive Smart Home Wellness service, the first of its kind.
