The project began with demographic and audience research to clarify customer profiles, emotional drivers, and market positioning for both LeightWorks and its Aurora product line. These insights informed strategic decisions across branding, visual language, and experiential design.

The LeightWorks logo was redesigned and the core brand identity was redefined. A cohesive branding system was developed for both LeightWorks and Aurora, including refined typography, color palettes, and visual hierarchy. The Aurora product line was positioned as a distinct yet integrated sister brand within the LeightWorks ecosystem.

Creative visual direction was established to guide the brand’s overall look and feel across digital, print, and physical environments. Emphasis was placed on light, refinement, and craftsmanship to elevate the brand into a more premium, cohesive expression.

Interior and lifestyle mood boards were created to define how the brand translates into physical spaces, photography, retail environments, and future installations. These references ensured alignment across all brand touchpoints.

Visual creative direction was developed for the LeightWorks website, shaping homepage storytelling, product presentation, and navigation. The Aurora collection was integrated seamlessly within the broader LeightWorks brand experience.

Trade show booth concepts were designed to translate the brand’s visual language into physical space, highlighting the Aurora product line while reinforcing LeightWorks’ craftsmanship and credibility in wholesale environments.

AI-assisted tools were used as part of the creative process to explore visual concepts, develop photography and fashion shoot direction, and refine styling, mood, and composition. This approach supported rapid iteration and alignment on aesthetic direction prior to production.

The project is currently in progress. The foundational elements of the LeightWorks and Aurora brands—including logo redesign, core branding, and overall look and feel—have been established. These elements provide a strong strategic and visual framework, with additional refinement and expansion planned across digital, physical, and experiential touchpoints.