Prudential Lighting – Brand Rebuild & Product Architecture Overhaul

I partnered with Prudential Lighting—a long-standing, privately owned manufacturer known primarily for utilitarian, engineering-driven fixtures—during a pivotal moment in their evolution. They were shifting their focus toward architects and lighting designers, and they needed an identity system capable of speaking fluently to both worlds: the technically minded and the visually driven.

Over the course of 2.5 years, our team rebuilt the brand from the inside out. We completely re-engineered their product numbering system, untangling decades of overlapping, inconsistent codes and replacing them with a clear, scalable architecture. The work book itself became an epic undertaking: more than 350 studio product photographs, 50+ environmental location images, and over 4,000 newly created technical illustrations—every single one redrawn to align with the new visual language.

The project’s production shot list was so extensive it still stands as the longest in the agency’s history. The result was a transformation that honored Prudential’s legacy while opening the door to a more design-forward future—proof that even the most utilitarian brand can shine when given the right light.