The Problem

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.

The goal of this 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.

Approach

My approach to the rebranding focused on making a highly technical product approachable and necessary. The acquisition of Ellumi by Brilli and the following brand extension took place during the height of the COVID-19 pandemic.

We needed to emphasize its 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.

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

This project and the subsequent launch of the Brilli Bright Clean product line resulted in:

• Exclusive partnerships with Home Depot and Lowe’s, both online and in-store (2020 & 2021)

• Recognition from the Sapphire Lighting Awards and Better Homes & Gardens (2021)

• Delivering $24M in annual revenue for the company (2021)