Marketing Design
Rebrand
Power & Lighting Systems, Inc.
Modernized a legacy industrial brand without losing the equity that made it recognizable.
Year
2026
Client
Power & Lighting Systems, Inc.
Industry
Lighting Manufacturers Representative
Roles
Brand Designer
Client
Power & Lighting Systems, a technical leader in lighting manufacturer sales measurement with 60+ years of industry authority, needed a brand that reflected their expertise without looking like it was built in a different decade.
Challenge
Rebrand too aggressively and the brand loses the recognition it spent decades earning. Rebrand too conservatively and nothing changes. The brief required threading that needle, evolving without erasing.
Opportunity
How might we modernize a legacy industrial brand in a way that honors its technical heritage, and makes it competitive for the next 60 years?
Key Decisions
Evolve the mark, don't replace it
The original candelabra icon referenced the foot-candle, a genuine piece of industry history. Replacing it would erase equity. Simplifying it into a geometric mark preserved the reference while gaining scalability at every size.
Grid system rooted in photometrics
Rather than applying a generic layout grid, the modular system was derived from photometric measurement diagrams, making the brand's technical precision visible in its structure, not just its copy.
Modernize the palette, retain the thread
A bold blue-and-yellow primary palette signaled the rebrand clearly but legacy green was kept as a connective thread so existing audiences weren't alienated.
Outcome
A technically grounded identity system applied across signage, events, stationery, print, and digital, cohesive at every touchpoint, and built to scale as the company grows into new markets.