Artemis
Downlights
As the Creative Strategist for a lighting manufacturer (Deco Lighting), I had total ownership of all aspects of design, focusing on brand perception and making business smoother for both customers and sales teams. My work spanned across website design (UI/UX), marketing materials, trade show booths, product photography, branding, and packaging. All of this was crafted to position the brand as high-end, targeting architectural firms and specifiers seeking luxury-grade lighting solutions.
A key project was the launch of the ARTEMIS Family, a new architectural product line for the high-end market. Product renderings were provided by the team, which I then art-directed and integrated to maintain brand consistency across all materials.
Year
2025
Company
Deco Lighting LLC
Lighting Manufacturer
Website
Problem
Previously, our website was built on WordPress and managed by an external vendor. Access was limited, and even minor updates were slow and costly. I proposed transitioning to Webflow and bringing everything in-house. To ensure the platform supported our needs, I researched tools and studied the company’s operations to design a site tailored to both internal efficiency and real-world business use.
Process
I alone built a new website using Webflow, designing a smarter, more intuitive UI/UX that aligned with our branding and streamlined operations with over 350 businesses nationwide. The site houses over 200 SKUs, each organized for easy navigation and quick spec sheet access. Photos, hero images, icons, and other creative elements were created to build brand cohesion. The result was a faster, more effective sales process, reducing time from lead to close and making product information and availability easily accessible for both clients and sales reps.
ARTEMIS: Branding Concept
Artemis is a new line of architectural downlights. The name draws from the Greek goddess of the moon and wilderness, symbolizing natural light, clarity, and quiet strength. Each product size was named after one of the company owners’ daughters, echoing the mythological connection to Artemis and her circle of followers.
The following images showcase key website pages, including the homepage hero slider, the Artemis product section, and a single product layout.
I developed the visual system around those choices to create a cohesive and elevated identity.
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Product Photography
I led in-house product photography for new fixture lines. This includes lighting setup, retouching, and visual integration into web layouts, spec sheets, and marketing materials.
Packaging
The packaging was designed to simplify warehouse inventory tracking while maintaining a high-end appearance. Labeling, layout, and visual hierarchy were optimized for quick identification without compromising the premium feel of the brand.
Specification System
I led the redesign of Deco Lighting’s spec sheets to improve clarity, consistency, and usability for architects, specifiers, and sales reps. For over 200+ SKU's, these spec sheets were later implemented into the website for easy access.
Leading a team of freelance designers, I provided clear structure, visual direction, and ongoing feedback to ensure brand alignment across a large set of technical product documents. The updated layouts used a clean visual hierarchy, iconography, and variation tables to simplify technical information and reduce friction in the sales process.
Environmental Booth Design
Beyond just exhibiting alongside the owners and sales team, I played a key role in shaping Deco Lighting’s presence at Las Vegas LightFair 2025, the nation’s largest architectural lighting trade show. I collaborated between the CEO and an independent contractor to translate the company’s vision into a compelling booth experience, with a focus on promoting the Artemis Downlights.
I also directed the downlight display table layout to clearly show the differences in product sizes to passing prospects, using the branding system I had already established.
To support the presentation, I designed flyers and motion graphics for LED displays, reinforcing the product story and creating a consistent visual experience across the booth.
Motion Design
Motion graphics were created for LED displays at trade shows, designed with viewing distance in mind. The pacing is slow enough to be clear, but still engaging to catch the attention of people walking by.
The animations showcase installed fixtures on-location, the Artemis product line and other notable light fixtures.
Print Design
Flyers were designed for easy distribution at trade shows, sales meetings, and client visits. Compact, informative, and built on a consistent grid system under a visual heirarchy.
- Name of Light
- Type of Light Fixture
- Available Size/Wattage
- Picture/Linear Drawings
- Description/Features
Front
Back
Deck Presentation Design
This deck was designed as a client-facing sales tool to introduce the Artemis downlight line. I was invited to participate in various pitches, helping present the brand direction and visual systems alongside with sales leadership. My involvement reflects a growing role in client strategy and sales enablement.
