feelux lighting

say what! brand development & website


The Challenge

Feelux Canada is the independent Canadian arm of Feelux Lighting of South Korea. Feelux designs and manufactures premium lighting solutions for commercial, retail and residential applications. Their products are distributed globally and specified by the world’s leading designers and architects. 

Feelux Canada wanted to develop a new website which reflected their brand and the quality of their product targeted at architects, designers and installers.

The Solution

say what! and our digital partnera worked with the key management of Feelux Canada through the Say What! brandLove process. The outcome was the development of their positioning statement “expect more”.  We also established their style direction which focused on a vibrant futuristic approach. This look became the inspiration for their spectacular display at the IIDEX interior design show which also included the Feelux robot.

Once the brand foundation was complete, the Say What! team developed an in-depth understanding of the product, the business and the market. We created the outline for the content source website that would provide full product details and inspiration to the two key target markets: the designer/architects and the installers.

The website is a source for creative ideas for lighting designers and architects while also providing complete installation details and specifications for the installers. 

The next phase of the evolution of this website is the creation of a customized system that will allow for detailed, project oriented, specification guides for website visitors and collect data.

Feelux lighting examples

say what! now knows lighting

“The ‘brandLove deep dive’ allowed management at Feelux Canada to take a step back and discover what we actually do… who we actually are… and what we want to be. This direction was reflected at our 2020 IDS booth which got an incredible response… featuring our lighting in a spaceship type design with a robot in a tuxedo and infinity mirror portal… highlighting our lighting products capabilities.

The say what! team then brought this futuristic media aesthetic to our website. We are happy with the result and truly enjoyed getting to know Grant and the say what! team. There are reasons athletes hire coaches or even normal people use personal trainers. We knew what we were and what we wanted… but we needed some direction on how to get this out of our heads and into our clients heads. I would recommend say what! and Xod media for anyone looking to create a website and further develop their brand. As Grant likes to promote… your business is your passion, and it should be fun and show who you really are… “so show it some LOVE!”

Taylor Jordan, General Manager, Feelux Canada

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