A new logo and website subtly reinforce the optimistic and collaborative nature of the DesignLights Consortium, a non-profit whose mission is to drive energy efficient commercial lighting.
The DesignLights Consortium (DLC), a non-profit organization and champion of energy efficiency in the commercial lighting industry, asked Ora to re-energize their brand. A small team of highly motivated industry experts, the DLC has grown from a start-up into the leading resource in the US and Canada for rigorous evaluations of lighting products. The time had come for their brand to catch up with their progress.
The brand system Ora created for the DLC consists of:
- Mission and Value Proposition Statements
- Brand Name + Tag-line
- Posters to celebrate the launch of the new brand
- Brand Guide with Color Palette, Graphics, & Photo Direction
- Web development provided by ten24.
Ora’s branding process reveals an opportunity.
The DLC relies heavily on their website to publish their findings. Following Ora’s branding process, and with the aid of the DLC staff, core users of the website were interviewed to gain insight into how they use it. Core users told us that accessing the DLC’s product databases is a vital part of their daily workflow – a reflection of the importance they placed on the DLC’s work. However, they also reported high levels of frustration when trying to access relevant data – undermining the DLC’s mission.
Using these insights, the new website design emphasizes direct access to the site’s search functions. Refinements were also made to how search results are displayed, providing users with several new options to sort and view information.
Announcements about upcoming events and changes to the databases are now highlighted on the home page, preventing unwanted surprises to users and increasing the likelihood that they will attend events.