Let There Be Light
Creative Direction, Art Direction, Design, Packaging, Photography
The objective: Create a name, logo and brand identity for a new white label deck lighting brand. We eventually landed on the name, Effuse Lighting. The definition of effuse is to emit, give off and to spread out. So to give off and emit light seems to fit naturally for a lighting product that has five adjustable color temperatures and five brightness settings. Honestly, we were surprised that the name wasn’t taken already.
What Was Needed
Once the brand name, Effuse Lighting, was approved, I got started crafting a logo. The logo needed to be simple, instantly recognizable and eye catching. It needed suggest warmth, comfort and excitement.
A Responsive Logo
The final logo I came up with for Effuse Lighting is responsive, distinctive and memorable with the E bulb icon. I wanted the brand to read as premium so I went with a simple black and white palette.
The final logo design is also scalable and lends itself well to on-product branding as well (See the rail light mockups).
A Package Deal
Once the logo was approved and the product was approved for overseas manufacturing, I was asked to create packaging for 21 different Effuse Lighting products—post cap lights (both low-voltage and solar), face mount post lights, stair lights, remote control, wire harnesses and a transformer.
Why This Contractor LOVES Effuse Deck Lighting
Watch Effuse™ Lighting Riser Lights Change Color Temperature & Brightness
