To elevate the Gaze Series—a sleek pendant lighting family—I led the development of a multi-platform marketing campaign introducing new laminate and luxe metallic finishes. The goal: shift perception from purely performance-based to design-forward, allowing architects and designers to incorporate both form and function in their lighting specs.

Campaign Concept:
“Wrap Up Your Gaze”—a playful, style-driven concept that positioned the new finishes as fashionable enhancements, wrapping each fixture in texture, tone, and personality.

Deliverables:

Email Marketing:
Crafted launch emails featuring eye-catching headers, digestible finish categories, and strong CTAs to encourage sample requests and spec engagement.

Social Media:
Created platform-specific content for LinkedIn and Instagram, including carousels and captions that emphasized the aesthetic upgrade and spec versatility.

Messaging Focus: New textures, warm tones, fashion-inspired finishes
Hashtags: #GazeSeries #ArchitecturalLighting #LightingDesign

Landing Page:
Wrote web copy for a dedicated landing page, introducing the finish families with concise product storytelling and material-focused language that aligned with architectural trends.

Finish families included:
– Wood Textures (Light/Dark Oak, 3 Walnut tones)
– Industrial Finishes (Oxidized Gold, Matte Black, Copper)
– Fashion Surfaces (Carbon Fiber, Red Leather, Grey Suede)
– Luxe Metallics (Bronze, Copper Penny, Gold Nugget)

Series Page Update:
Refreshed product page messaging to align with the campaign, adding callouts for new finish options, updated spec downloads, and visual cues to showcase material variety.

Results:
The campaign successfully repositioned Gaze as a specifier-favorite—not just for performance, but for design flexibility. It expanded product reach into hospitality, workplace, and education markets where aesthetic impact matters just as much as lighting quality.