ROLE: ASSOCIATE CREATIVE DIRECTOR
Hudson Valley Lighting Group
As experts in design, HVLG needed a brand identity that equated to the elevated, ownable aesthetic of their lighting products. Even more, their multiple sub-brands felt disconnected from one another—featuring products of varying price points that speaks to different audiences. Our challenge lied in unifying a visual system to help better define how each sub-brand lives within HVLG as a house of brands. We worked with HVLG to bring lifestyle photography to the forefront, while also developing a unique color palette, type approach, and traits like sweeping edges or rounded corners within the layouts to create a sense of distiniction. 
