A high-end lighting brand in the early 2000’s, World Imports Decorative Lighting (WIDL) maintained a legitimate presence in upscale lighting showrooms with their historic and European inspired designs.
Riding on early successes, WIDL did not keep pace with technological advances in lighting and branding trends, which ultimately affected market saturation and sales. A complete brand overhaul was needed, including development of a multifunctional website and showroom catalog.
The project kicked off with a massive survey of lighting showrooms, retail stores, online retailers, interior designers, buyers and consumers. The survey resulted in strategic website changes designed to accommodate a broader market.
The new site included a clean, modern, responsive layout, designed to showcase lighting fixtures with minimal photo editing. Created in Wordpress, the site could be easily updated and did not require advanced design skills to manage.
Listings included fixture specifications critical to designers, builders, showrooms, and DIYers: components, dimensions, bulb types, wattage, weight, key features, finish swatches, and various classifications. No MSRP's were included at the behest of showrooms and online retailers.
A showroom catalog was developed in conjunction with the website and included many of the same information, albeit in a condensed format. In addition, a digital version was included on the website.
Organized primarily by style, special features were called out using color-coded symbols. New and top-selling fixtures were displayed in a room setting applicable to their design aesthetic and function.
Given considerable budget limitations, each fixture was digitally integrated into stock photographs of room scenes. The crowning touch on the print catalog was a velvety soft-touch cover that just begged to be handled.
© 2022 by Nikole Kauer. All rights reserved.