Project
Refining a brand identity across marketing and product materials for cohesive, professional, and visually engaging communications that strengthened brand recognition.
Client
Kelvix
Duration
9 months
Completed
May 2022
Roles
Graphic Designer, Digital Marketing Specialist
Results That Moved The Needle
A global LED lighting manufacturer, needed to consistently apply their brand identity across marketing and product materials to strengthen visibility and credibility in a competitive market. This project implemented their existing brand system across documentation, campaigns, and digital assets, creating a cohesive and professional presence across all touchpoints.
Outcomes
- Standardized product documents improved clarity and usability, reducing customer confusion and supporting confident purchasing decisions.
- Branded email and social campaigns increased visibility and engagement, creating a repeatable marketing system.
- Modular templates and reusable design assets improved internal efficiency and collaboration.
- Sales teams gained tools that bridged technical detail with marketing messaging, accelerating distributor and contractor conversations.
- The unified brand positioned Kelvix as credible and modern, laying a foundation for future growth.
Vision For Growth
Kelvix aimed to modernize its brand and communications into an experience that would:
Drive competitive growth
Ensure Kelvix could compete with established LED lighting players, not just in revenue, but in credibility and long-term market relevance.
Build customer trust and transparency
Show reliability and professionalism through clear, consistent communications, reinforcing confidence and repeat business.
Establish a strong, modern brand identity
Unify visual and messaging elements to reflect the company’s values and ambitions, standing out in a crowded industry.
Empower marketing and communication
Provide repeatable systems and assets that allow Kelvix to engage audiences consistently and scale campaigns efficiently.
Challenge
Unify a fragmented brand presence into a modern, credible identity that would strengthen credibility, increase visibility in a competitive LED lighting market, and create a cohesive, professional presence that resonates with customers.
How The Brand Came to Life
This project implemented the organization’s brand system across marketing and product materials, turning fragmented assets into a cohesive, professional presence. The work clarified messaging, strengthened visual consistency, and positioned Kelvix as a credible competitor in the LED lighting market.
Solving the Challenge
The design directly addressed key brand challenges by:
- Created professional sales and marketing materials that improved client perception and trust.
- Standardized product specification documents that made technical details clear and persuasive.
- Unified all touchpoints including social, email, documentation, and collateral, under a cohesive system that signaled professionalism.
- Launched branded campaigns that increased visibility and engagement while providing a scalable framework for future initiatives.
Product Marketing Campaigns
Uniform Tape Assets
CH-3000 Channel Assets
Luxium
Sneak Peek
Services Marketing Campaigns
Rep Portal Assets
Newsletter Sign Up Email
Documentation
Elevating the experience
Beyond meeting the initial goals, the design elevates the experience with:
- Introducing adaptable templates and reusable asset libraries to reduce production costs and streamline internal workflows.
- Designing visuals that felt authentic to Kelvix’s culture, making the brand approachable and human.
- Establishing a visual language that felt authentic, making the company’s brand more human and approachable.
- Anticipating client needs by building reusable asset libraries with long-term tools without relying heavily on external support.
Results
The Kelvix brand system brought consistency and clarity across marketing and product materials, boosting engagement, streamlining workflows, and positioning the company as a credible, competitive force in the LED lighting industry.
My Process To Bring The Vision To Life
My process for this project was guided by the following key principles:
Competitive positioning
Analyzed the LED lighting market to identify gaps and opportunities, positioning Kelvix as a forward-thinking alternative to established competitors.
Trust through clarity
Redesigned product specification documents with clear layouts and visuals, reducing confusion for customers and giving sales teams credible, persuasive tools.
Cohesive identity system
Unified color, typography, and imagery into a consistent brand language across all touchpoints, reinforcing a modern, trustworthy image.
Scalable marketing foundation
Created modular templates and reusable assets for campaigns, collateral, and presentations, enabling the team to maintain consistency and scale efficiently.
From Concept To Launch
Month 1-2 Discovery & Research
Month 3-4 Brand Implementation & Systemization
Month 5-6 Digital & Marketing Foundations
Month 7-8 Campaign Development & Collateral Expansion
Month 9 Finalization & Handoff
Overcoming Challenges
Bringing the organization’s brand to life meant transforming a fragmented marketing presence into a cohesive, professional system, under tight deadlines and high expectations.
Obstacles
- Adapting the updated brand across diverse materials without redesigning the core identity.
- Standardizing legacy documents and inconsistent assets while maintaining accuracy.
- Balancing technical precision with marketing appeal in product documentation.
- Building a marketing system from near-zero, creating templates and campaigns without pre-existing infrastructure.
Milestones
- Systematized the brand across documentation, marketing materials, and digital assets.
- Standardized product specification documents into clear, professional sales tools.
- Developed modular email and social media templates for scalable campaigns.
- Built reusable libraries and templates, enabling internal teams to maintain consistency and efficiency.
Design Lessons That Stick
Lessons learned
- Treat a brand as a system rather than a collection of isolated assets.
- Consistency across documentation, marketing, and digital touchpoints builds credibility.
- Scalability is key: modular templates, reusable assets, and clear visual rules enable growth without losing professionalism.
Key challenges overcome
- Transformed fragmented, outdated materials into a cohesive, brand-aligned system ready for internal use.
- Balanced technical accuracy with marketing appeal to make complex information clear and persuasive.
- Built a marketing system from near-zero infrastructure, designing repeatable workflows and templates for long-term use.
Personal reflections
- Design improves operations and communication.
- Seeing work immediately enhance internal workflows and customer trust was highly rewarding.
- Intentional, system-focused design can transform not just how a brand looks, but how it functions and grows sustainably.
Where To Go Next
There are several ways the brand system and marketing foundation could continue to evolve:
Enhanced digital marketing toolkit
Expand social media templates, motion graphics, and email campaigns to streamline content creation and boost engagement.
Scalable internal design systems
Grow modular templates and reusable assets to cover presentations, collateral, and other materials, keeping teams efficient and consistent.
Future-proofed brand adaptation
Introduce flexible sub-branding or campaign-specific variations that maintain cohesion while supporting new products, seasonal campaigns, or regional initiatives.
Performance tracking & optimization
Monitor campaign and collateral effectiveness to enable data-driven improvements in engagement and ROI.