Lumens launches new brand identity


WALNUT CREEK, Calif. — Lighting retailer Lumens has launched a new brand identity that leverages its core heritage in lighting through an updated website design, a new site section dedicated to design products and stories, and a new content hub.

A core component of the new brand is creating an authentic connection with its trade and residential customers, the company said. It hopes to achieve that with its staff of design and American Lighting Association-certified product experts. In addition, its content hub, called The Edit, is devoted to style guides, product picks, technical design knowledge and interviews with the designers behind the industry’s favorite brands and designs.

The company’s new tagline is “Enlightened by Design.”

“Design is inspiring, personal and collaborative,” said Anne Berger, CMO of YDesign Group, Lumens’ parent company. “Design is for life. These are the values that led our cross-functional team throughout the months of our rebranding process. Our customers have their own design style, and we’re excited to help bring their vision to life with the new Lumens.”

In support of the new Lumens, the company has increased its marketing investment, providing increased exposure for brands while better communicating the quality and the stories behind their products.

The company has also focused its efforts on digital channels, direct mail and print advertising, as well as an active PR program.

Editor-in-Chief Allison Zisko first joined HFN in 1998 and spent many years covering the tabletop category before widening her scope to all home furnishings. In her current role, she oversees all aspects of HFN, including its print and digital products, and represents the brand at home and abroad through presentations, panel discussions and HFN’s podcast, The Inside Scoop.


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