In 2023, we revitalized Pace Illumination’s brand, bringing it into the modern era through design and focusing its messaging and positioning throughout every touchpoint.

Our brand team started with a thorough audit of Pace and its competitors. The goal was to understand where they stood in the market and how to improve their overall brand recognition. We also needed to consider how to distinguish Pace Illumination further from its sister brand, Canlet. Our discussions with the client helped us identify Pace’s key values— Quality, customization, and architectural design— as the basis for the new brand standards.

Using the new standards as a foundation, we updated the visuals and messaging to build a strong, cohesive identity for the brand. Specification sheets, letterheads, business cards, and other collateral were redesigned with the brand’s new look and feel. Efforts also included an updated website where we integrated LEX Advanced Web to create a better user experience for Pace’s customers.