(Re)branding a category disruptor
Brilli Bright Clean
Creative Director, Brand Strategist, Digital Strategist
Brand strategy is more than just a new logo or name; it is an intentional pivot to articulate a brand's purpose, define its utility, and secure optimal equity in the consumer’s mind.
Following Lucidity Lights’ 2020 acquisition of Ellumi and its revolutionary antimicrobial technology, I led the strategic rebranding and relaunch of the product line as a sub-brand for Brilli Wellness Lighting, now known as Brilli Bright Clean. This extensive omnichannel initiative aimed to bring category-defining clinical innovation to the everyday consumer, and even included a first-of-its-kind mobile application.
The challenge: framing a light that kills viruses as a Wellness essential
Brilli bright clean
Former Brand Identity
brand identity Following redesign
When Lucidity Lights acquired Ellumi in the height of the pandemic in 2020, the brand was struggling to market what was an excellent and necessary product for the home: energy-efficient LED lighting that eliminated viruses, bacteria, mold, and even odors, safely.
Ellumi’s brand, when we acquired it, was associated with low brand awareness, few repeat customers, negative reviews, and unclear messaging about the core features, benefits, and effectiveness of the products.
That said, Ellumi’s technology was an excellent addition to the Brilli family of products; it just needed a new brand strategy that emphasized the product’s safe, UV-free technology and proven efficacy, especially since it killed viruses and bacteria. However, as a highly regulated product, we also had to navigate strict compliance guidelines around messaging and imagery.
The goals of the rebranding initiative were to:
Re-launch the brand, transforming equity and driving awareness by clearly conveying the benefits of the safe, energy-efficient LED antimicrobial lighting technology.
Attract and secure partnerships with major retail partners like Target, Home Depot, and Lowe’s.
Drive sales, not only in the D2C space, but also in B2B markets.
strategic Approach
To transform the brand’s equity, I focused on humanizing the technology, making the regulated product feel approachable, safe, and premium. Unlike other virus-killing lighting products, this one was safe for use around humans, setting it apart.
When Brilli Wellness Lighting acquired Ellumi, an innovative LED technology that safely eliminates viruses and odors, I was responsible for rebranding it under Brilli’s family. I emphasized the product’s core benefits—illumination and cleaning power—with a modern, minimalist design and clear messaging backed by scientific validation.
I ensured the packaging was accessible and easy to understand, even in a retail setting like Home Depot. The new branding highlighted tangible results through visuals showing how the product worked, even when “invisible.”
For inspiration, I looked to trusted tech brands like Dyson and iRobot, as well as sustainability-focused brands like Rothy’s and Seventh Generation. Ellumi's original branding was cluttered, so I knew that a minimalist approach would clarify its messaging around technology and effectiveness.
the results
exclusive partnerships
$24M
In record annual revenue
award recognition from
Award recognition from
Dive Deeper: brand concept pitch & Strategy presentation, 2020
The following are selected slides from the brand strategy pitch presentation.
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 1
Tech-forward Minimalism
Sleek and futuristic, dramatic, elevated, and “worth the cost”.
Aspirational brands that embody this concept include: Peloton, Dyson, and Equinox.
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.
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.
Dive Deeper: 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.
Dive Deeper: packaging design direction, 2021 - 2022
A critical aspect of our overall go-to-market strategy and retail partnership pitches was the packaging strategy and design.
It was vital that the packaging, much like the new brand name, clearly tell the story of the product’s proven benefits, key features, and safety. We did this by:
Highlighting key product features on the side,
Clearly calling out that it was “UV-Free” (and therefore safe for humans and pets) on the front of the box,
Including BOTH the words “antimicrobial” and “cleaning” also on the front.
We also wanted to ensure that the packaging would “match” Brilli’s other products, as this was an extension under the same brand umbrella. We achieved this by giving Bright Clean its own unique color scheme (purple, the color of the light when it was in “cleaning” mode), the same logo, and diagonal styling.
