Modern Hue Modern Hue

élan Branding

Kichler Lighting launched élan, a new brand that features modern and artistic lighting fixtures. The élan brand style is reflective of the unique and modern style of the products. The initial brand and product launch took place at the bi-annual Dallas International Lighting Show held in the Dallas Market Center, where the brand was showcased in a newly designed showroom. I have provided art direction of the elan brand creative since the initial launch.
CLIENT
Kichler Lighting
MY ROLE
Art Direction | Branding | Visual Identity | Naming | Catalog Design & Production | Print Design | Photography & Video Direction | Website Design | Experience Design | Digital Graphics | Social Media Graphics
Modern home and lighting trend research were an integral in creating the brand. I additionally took on the role of Product Manager for several years, where I also named many of the product collections. Product management was a new challenge for me and communicating at all levels of stakeholders was a rewarding and educational experience. The knowledge gained of the lighting product development process provided me the insight to elevate my creative solutions.
During the initial development of the élan brand, I assisted in naming the brand where the Kichler team generated over 400 brand name options before the “élan” name was chosen.
While the brand name was being considered, I created many logo options to correspond with the brand names and help stakeholders visualize their choices. Once the élan name was designated, the Kichler executive staff chose a black diamond shaped logo as their favorite concept. The logo was later simplified to just the word mark.
I have provided art direction and production of over a dozen catalogs that have ranged from 30 to over 300 pages. For the initial 2 years of catalogs, I also provided photo and video direction. The brand design style has evolved from a dark color palette to incorporating a range of gray tones.
In addition to developing the brand guidelines, supportive tactics created include print ads, social media graphics and merchandising. I introduced a “Behind the Design” graphic concept, to provide a look at designer inspirations and product design processes, which has been integrated into catalogs and Instagram stories.
The brand design was also integrated into a new élan website. I provide direction to an agency on the design of the original website. This was also a good learning process for myself on the foundational elements of website design and WordPress maintenance. The élan brand products were later merged into the Kichler website.
Along with executives and team leaders, I additionally helped design the original élan showroom in the Dallas Market Center. I designed both 2D and 3D signage, as well as assisted in designing the product layouts and working with galleries to showcase local art that complemented the élan lighting products.
Designs, Video and Photos: © Kichler Lighting LLC