WALNUT CREEK, Calif. — Lighting retailer Lumens has launched a brand new model id that leverages its core heritage in lighting by an up to date web site design, a brand new website part devoted to design merchandise and tales, and a brand new content material hub.
A core element of the brand new model is creating an genuine reference to its commerce and residential prospects, the corporate stated. It hopes to attain that with its workers of design and American Lighting Affiliation-certified product specialists. As well as, its content material hub, referred to as The Edit, is dedicated to model guides, product picks, technical design data and interviews with the designers behind the business’s favourite manufacturers and designs.
The corporate’s new tagline is “Enlightened by Design.”
“Design is inspiring, private and collaborative,” stated Anne Berger, CMO of YDesign Group, Lumens’ mother or father firm. “Design is for all times. These are the values that led our cross-functional workforce all through the months of our rebranding course of. Our prospects have their very own design model, and we’re excited to assist convey their imaginative and prescient to life with the brand new Lumens.”
In assist of the brand new Lumens, the corporate has elevated its advertising and marketing funding, offering elevated publicity for manufacturers whereas higher speaking the standard and the tales behind their merchandise.
The corporate has additionally centered its efforts on digital channels, junk mail and print promoting, in addition to an energetic PR program.
Editor-in-Chief Allison Zisko first joined HFN in 1998 and spent a few years protecting the tabletop class earlier than widening her scope to all residence furnishings. In her present position, she oversees all features of HFN, together with its print and digital merchandise, and represents the model at residence and overseas by displays, panel discussions and HFN’s podcast, The Inside Scoop.
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