DVI Lighting Co.
Brand Transformation
From Identity to Packaging, Catalogue, and Product Design
“A modern rebrand transforming a traditional lighting company into a design-forward, customer-centric experience.”
Project: DVI Lighting Co. Brand Transformation
Role: Brand Manager / Designer
Scope: Visual identity, packaging, catalogue, and print/digital collateral
Team: 3 Designer / 2 Marketer / 1 Engineer
Year: 2023
As Brand Manager, I led the revitalization of DVI Lighting’s identity and digital strategy, helping increase online sales by 30%, customer engagement by 25%, and cutting marketing costs by 20%.
Project Overview
DVI Lighting Co. is a traditional lighting company serving B2B and B2C markets across North America and Asia. Despite offering high-quality lighting products, the brand lacked cohesion across visual identity, product packaging, and marketing materials. This inconsistency weakened brand presence, reduced shelf appeal, and created inefficiencies in marketing execution.
DVI aimed to modernize its brand to better connect with contemporary consumers, elevate perceived value, and align its operations across international teams.
Problem Statement
Despite its strong product offerings, DVI Lighting struggled with:
- Inconsistent visual identity across global markets
- Ineffective and outdated packaging formats
- No unified catalogue or brand guidelines
- Leadership resistance to change due to existing brand familiarity
These challenges led to weak customer engagement, poor differentiation in retail settings, and inefficient marketing operations.
Objectives
- Establish a unified brand identity across all channels and regions
- Increase customer engagement and brand visibility
- Improve packaging appeal and environmental consideration
- Streamline catalogue structure for both B2B and B2C
- Set the foundation for future sustainability practices
- Reduce marketing inefficiencies and increase ROI
Solution & Design
I led a comprehensive brand refresh aimed at unifying DVI’s identity and enhancing user engagement. Through brand audits, workshops, and market research, we defined a new, modern visual direction. I redesigned the packaging, catalogues, and marketing materials to reflect a clean, design-forward identity. The new system aligned global teams, improved brand consistency, and set the foundation for future sustainable practices.
Pricing & Market Analysis
While maintaining similar pricing levels, the updated design elevated DVI’s perceived value. This justified placement in higher-end retail environments and improved shelf visibility.
- Premium Positioning: Enhanced packaging increased buyer confidence
- Efficiency: Better catalogue structure simplified B2B/B2C usage
- Sustainability Focus: Though recyclable materials weren’t adopted in this phase, plans were established for future iterations
Results & Impact
DVI had strong products but a weak presentation. My research revealed that packaging, catalogue layout, and internal alignment were crucial to modernizing the brand.
Challenges
- Inconsistent visual identity across global teams
- Inefficient packaging formats affecting shelf appeal
- Leadership hesitant to risk changing a known brand
- Complex catalog structure needing simplification for both B2B and B2C users
- No recyclable packaging used at the time, though future plans were considered
Reflection
This project demonstrated the power of strategic design thinking in transforming a traditional brand. The combination of research, storytelling, and cross-team alignment enabled me to deliver not only a visually improved identity but also measurable business value.
