Social Media Strategy & Influencer management
Brilli Wellness Lighting
Creative Director, Art Director, Lead Stylist
Brilli Wellness Lighting is a pioneer in circadian-synced lighting, designed to improve sleep, energy, and mood.
In a market dominated by "bulbs as utilities," Brilli sought to position itself as a "health-and-wellness" essential for Millennials, new parents, and biohacking enthusiasts. I helped deliver on this goal through strategic partnerships with influencers that reflected our core customer demographic.
The Challenge
Market Perception: Lighting was viewed as a boring commodity, highly efficient and not often considered as a potential source of daily wellness.
Brand Voice: The existing brand felt overly technical and lacked emotional resonance.
Visual Fatigue: The use of stock photography and all-caps messaging created a sterile, "big-box" retail feel that didn't align with high-end wellness.
Approach
Influencer Selection: Partnered with influencers who represented our core customer demographics (new moms, wellness-minded millennials) in an elevated but related way, keeping diversity and approachability at the forefront.
Color Logic: Implemented a dual-system visual language: blue for Charge Up (daytime focus) and amber yellow for Wind Down (evening relaxation), which also helped to reinforce brand and product awareness.
Long-term Marketing ROI: Negotiated image licensing rights from influencers so select images could be reused on e-commerce platforms, in market email, and even on packaging; amplifying our return-on-spend.
Educational Storytelling: Translated complex circadian science into digestible Instagram carousels and Reels.
Tailored Content: Developed high-fidelity visual content for the Instagram feed while utilizing Stories for real-time Q&As and "behind-the-science" education
