AEL

For more than 60 years, the American Electric Lighting name has been recognized for the highest quality and reliability in outdoor, utility and infrastructure lighting. In 2001, the company began a new era of lighting excellence as part of the Acuity Lighting Group.

American Electric Lighting products includes luminaries for roadway, industrial, commercial, area lighting, security, flood, and decorative. Key customers for American Electric Lighting™ products include utilities,

municipalities, contractors, industrial manufacturers, governments, authorities, and engineers around the world.

After a recent merger and ahead of an acquisition, AEL found itself expanding — and in need of a brand custom-built to grow.

ROLE

Brand Strategy

Art Direction

Visual Identity

Web Design

The Approach

The AEL team identified their brand as reliable, uncomplicated, and current. They established credibility in utility and infrastructure lighting, fostering trust with customers seeking dependable solutions. "Simplicity" was vital from the start, as AEL

consistently created efficient products despite technology's complexity. AEL's commitment to partners stood out, driving the desire to reflect this empowerment in the new brand identity.

Breakdown

Interactive work really helps bring the AEL brand to life. A website is such an important touchpoint and frequently a customer's first experience with the brand, so I revisited the brands attributes of trusted, simple, and current when kicking off the interactive portion of the project.Working through content briefs and low-fidelity wireframes first allows me to make

thoughtful decisions about the user's experience. Even small design choices serve an important function. Clear page hierarchy helps the experience feel simple and intuitive. A product video help's reinforces AEL differentiators in a current, compelling way.


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