Trend-Led Brand Redesign that drove Explosive Growth

Brilli Wellness Circadian Lighting
Creative Director & Brand Strategist

A MacBook Pro on a white desk displays a webpage about energy-efficient lighting, with a smartphone nearby showing the same page. A plant in a white pot sits behind the laptop, against a window with natural light.

To enhance brand and product awareness for the circadian lighting start-up Brilli Wellness during the peak of the COVID-19 pandemic, I spearheaded a strategic rebranding initiative. This effort aimed to align the brand’s aesthetic and core messaging with its mission, products, and target customer audiences, meeting the growing global demand for health and wellness products.

To enhance brand and product awareness for the circadian lighting start-up Brilli Wellness during the peak of the COVID-19 pandemic, I spearheaded a strategic rebranding initiative. This effort aimed to align the brand’s aesthetic and core messaging with its mission, products, and target audiences, to meet the growing global demand for health and wellness products, and to encompass a re-imagining of the brand guidelines, website, imagery, packaging, messaging, and more.

Approach

I led Brilli’s brand evolution, shifting from a bold (but also stark and bleak) Bauhaus style to a more contemporary, fresh look inspired by the "clean girl aesthetic.“ This new design direction included:

  • A brighter, lighter color palette paired with airy white space to create a clean look that appealed to wellness-minded Millennials, Brilli’s core customer demographic.

  • Increased usage of lower-case headings to soften the brand voice in visual messaging, in contrast to the previous all-caps approach.

  • Incorporation of angles that connect the circadian products with concepts of the sun, light, and shadow.

  • A transition from stock photography to cohesive, proprietary full-color lifestyle images captured in partnership with Dabito.

    While my design decisions were primarily influenced by the positive impact of Brilli’s products on health and wellness, I also drew on insights from brand surveys and demographics—including age, gender, geographic location, and typical lifestyles —alongside current market trends and design movements.

Key Considerations

We maintained the modern lowercase logo, primary font, and diagonal angle accents for continuity, ensuring that the updated color palette and font sizing met or exceeded ADA web accessibility standards.

Smartphone screen displaying Brilli lighting products website with yellow and white patterned background and two hands holding LED light bulbs, promoting wellness lighting.
Collage of images related to Brilli brand, including people relaxing, eating, and using light bulbs, as well as product packaging and colorful backgrounds.
Person pouring almond milk from a carton into a cup on a white table with bowls of blackberries and green grapes, a yellow cloth, and a cutting board with a knife and a persimmon.
A woman with curly hair and piercings with eyes closed, sunlight casting shadows across her face, wearing a denim jacket and jewelry, in a cozy, warm setting.
A woman with curly hair and a blue shirt is sitting at a table, holding a yellow cup, with a spread of food and green plants around her, next to a blue panel with text about competitive advantage and environmental health.
Digital image showing three color palette options labeled 'Charge Up Blue,' 'Get in Sync Green,' and 'Wind Down Yellow,' with their respective color codes and names
A box of Brilli energy-boosting LED light bulbs, 60W equivalent, wellness light bulb in blue and white packaging with an image of a white light bulb on the front.
A man is lying on a striped orange couch, reading a book, with colorful cushions and a modern lamp on the wall behind him.
Back of a blue box of Charge Up light bulbs showing benefits including boosting energy, feeling more focused, increasing alertness, improving mood, circadian balance, and minimizing eyestrain; details about warranty, brightness, energy cost, and usage recommendations for the light bulbs.
Person holding a white box containing a circular device with the brand name 'brilli' on it.
Yellow and white box of Brilli relaxing wind down wellness light bulb, 60W equivalent, dimmable, warm white, circadian wellness, featuring an image of a light bulb on the front.
Yellow box packaging with text promoting the benefits of Wind Down light bulbs, including sleep preparation, stress reduction, mood improvement, minimizing eyestrain, and circadian balance, with additional product information at the bottom.

the results

Target logo with a red and black bullseye and the word "target" below it.
The orange logo features the white text 'THE HOME DEPOT' in a diagonal design.

retail & e-tail partnerships

The word 'People' in bold black font on a white background.

earned media coverage

21%+

Higher click-through rates in display ad a/b testing

1000%+

increase in product sales yoy
(2019 vs. 2020)