American Fluorescent was a recognized for its flexibility, dependability and innovation in the lighting showroom business. For over 75 years, the technology-based name became synonymous with efficiency and custom solutions. This recognition grew their customer base and created growing retail relationships but as new technologies emerged, their name became an obvious detriment to this legacy. Working with second-generation stakeholders and a brilliant account and design team, I directed the creative for a new name and identity that will have relevance for future generations to come.

Creative direction for corporate naming, brand identity, collateral design, retail sell-in and sales support


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