Project Overview
Challenge: Armacost Lighting had a segment of high-value customers — professional contractors — who weren't being spoken to directly. The business case was clear: contractors buy in bulk, buy repeatedly, and respond to being treated as professionals rather than consumers. The design challenge was building a sub-brand that felt distinct enough to earn contractor loyalty, without breaking away from AL's existing brand equity. I participated in the strategy discussions that defined the program's positioning, then designed the identity and launch assets that brought it to market.
Solution: To address these objectives, we developed a cohesive sub-brand identity that aligned with Armacost Lighting’s core values while appealing to contractors and professional clients. A clean, professional landing page layout was designed to ensure easy navigation and highlight key benefits, while promotional marketing materials were created to generate awareness and support the program’s marketing campaigns.
Role: I collaborated closely with the Creative Services Director to conceptualize and execute the sub-brand. I also participated in strategy discussions with Leadership to ensure project goals aligned with company objectives and provided graphics and creative assets to the e-commerce team for digital implementation.
Results: This initiative successfully strengthened engagement with professional contractors through the creation of a dedicated sub-brand. It also increased bulk orders and profitability through strategic marketing and design efforts, while elevating Armacost Lighting’s reputation for offering tailored solutions in the LED lighting market.
Logo & Marketing Material
