Brilli
The light that turns you on.
John Gosha – entrepreneur and founder of Lucidity Lighting - and his team of scientists created a new technology with a disruptive and desirable point of difference: Light that could actually mimic the benefits of natural sunlight to offer the widest spectrum of well-being benefits along with color fidelity, vibrancy, brightness and brilliance.
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Ever since light bulbs were invented, they have focused on illuminating our surroundings, visibility, safety, energy efficiency, durability and appearance. Light has been a commodity we barely notice and often take for granted. Until, of course, the light goes out. Then we scramble to replace our burned-out bulb with whatever. And that whatever has frequently resulted in washed out, murky or sterile colors, flicker, glare and a confusing assortment of Watts, Lumens and Kelvins.
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Our charge: bring the light to life. And to engage, educate and motivate consumers to “switch to improve” rather than “waiting to replace”.
We began with a simple but little-known insight: Light, like pure and water, is vital for life. We need natural sunlight to survive and thrive. The rising and setting of the sun keeps our circadian sleep-wake cycle in perfect sync to maintain a healthy body, mind and mood. And its beauty restores us spiritually and awakens our senses. But today, we spend 90% of our days indoors.
The Result: Within days of launch, we elicited a huge number of email signups. Sales were sparked. Our light bulb moment quickly became a light bulb movement
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Brand Story & Messaging
Brand Strategy
Brand Name
Brand Visual Identity
Logo Design
Brand Voice
Web Design
Package Design
Pitch Decks
We named the new brand Brilli – short for brilliance. Our message: We’ve been turning on lights since light bulbs were invented. Now it’s time for light to return the favor. To turn on energy, focus and alertness. To turn on deep relaxation so you can sleep more soundly. Wake more rested. And turn off stress and light induced eyestrain that causes headaches.
We created bold, playful and energetic graphics to reinforce the upbeat, youthful feel. And we launched a highly visible digital and CRM campaign.
Welcome to the great indoors.
Sunlight is vital to our health and well-being. The rising and setting of the sun puts our circadian sleep-wake cycle in perfect sync to keep us healthy and happy. But today, we spend 90% of our days indoors. No worries. When you can’t get the sun. Get Brilli. Not since the sun has light got it so right.
Rather than be lost on the shelves of a big box retailer - as most lighting is - we developed DTC strategy that would give Brilli the forum necessary to introduce their story to a new audience: wellness and self-improvement enthusiasts, nesters and new families. We designed and developed bebrilli.com as our primary channel of distribution.
Why you can’t buy a light bulb at Brilli.
We knew that swapping one bulb for another wouldn’t deliver our spectrum of wellbeing benefits. So, we changed consumer behavior from waiting to replace bulbs / fixtures to switching to improve bulbs / fixtures motivated by a compelling benefit. We wouldn’t sell single bulbs – but only sets of 6, 8 and 12.
Our package design won the Muse Awards in 2 categories: Interior Design and Technology.
To demonstrate that healthier living is a light switch away, we created a high touch shopping service. Customers take a simple on-line quiz or connect with a Brilli Concierge in real time and we help them design their homes room-by-room for optimal wellness.
We designed a striking hexagon shape for Brill light bulb packaging and a bold color-coded system for each family of lighting based on their well-being benefits. Gift boxes were designed to surprise and delight customers and reaffirm the brand promise and spirit.
Our feel better benefits
For most of human history people lived and worked outdoors, absorbing full-spectrum sunlight. But in less than 200 years, we’ve become “modern-day cave dwellers”. In fact, we spend up to 90% of our days indoors. When you can’t get to the sun. Get Brilli. Not since the sun has light felt so right. In fact, no other indoor lighting simulates the visible and non-visible effects of natural sunlight as completely and comprehensively as Brilli.
