USAI Lighting is an innovative commercial lighting provider based in New York. Lighting specialists in major U.S. markets know USAI for its product engineering – performance and miniaturization. The company engaged Peopledesign to leverage their capabilities and increase awareness among architects and interior designers.
To help explain technical concepts to less technical specifiers, we created a new ingredient brand strategy. We updated the USAI brand position and developed a communications plan. A new product system, vocabulary, and series of icons led to a unique visual language for the company.
We helped USAI apply this approach in various media including tradeshow exhibits, advertising, its website, and its NYC showroom – the USAI Lighting Collaboratory – used for events, panel discussions, and CEU courses.
USAI won a Best Booth award for its showroom at Lightfair, beating out much larger competitors.