02 / VISUAL DESIGN

MWLIGHTING

Commercial visual systems for a California lighting manufacturer.

GRAPHIC DESIGN · PRODUCT MARKETING · CATALOG · PHOTOGRAPHY2023 — 2024

01 / OVERVIEW

Designing forproducts, information,and sales.

MW Lighting is a California-based lighting manufacturer serving commercial and residential markets.

My work focused on translating product information, specifications, photography, and sales messaging into clear visual materials for customers and distributors.

The work ranged from product flyers and promotional campaigns to catalogs, price lists, and product-focused marketing graphics.

Rather than treating each piece as an isolated graphic, the goal was to maintain a recognizable MW Lighting visual language across many different products and formats.

ROLE: Graphic Designer
COMPANY: MW Lighting
PERIOD: 2023 — 2024
DISCIPLINES: Graphic Design; Product Marketing; Print Design; Catalog Design; Photography; Production Design

02 / THE DESIGN CHALLENGE

Making technicalproducts easy to scan.

Lighting products often contain a large amount of technical information — dimensions, wattage, color temperature, mounting methods, certifications, model numbers, and product variations.

The visual challenge was to organize this information without allowing specifications to overwhelm the product itself.

Each composition needed to balance three priorities:

01Product visibility
02Technical clarity
03Commercial impact

03 / VISUAL LANGUAGE

A flexible visualsystem.

A tiled arrangement of blue MW Lighting “New Products” flyers for landscape pathway lights and retrofit downlights — Product flyer series — New Products announcements

TYPOGRAPHY

Large condensed and bold display typography creates immediate product recognition and gives promotional materials a strong commercial presence.

Supporting information uses simpler, smaller typography to separate technical specifications from primary marketing messages.

COLOR

MW Lighting’s blue was used as the primary visual anchor because it directly connects the materials back to the company’s existing identity.

Neutral whites, grays, and blacks provide room for product photography, while campaign-specific colors such as red, orange, or seasonal tones are introduced when appropriate.

PRODUCT IMAGERY

Products remain the visual focus.

Large product renders, isolated product photography, close-up details, and installation diagrams are used to make technical products easier to understand at a glance.

HIERARCHY

Product name
Key visual
Primary feature
Specifications
Certification / contact

The hierarchy is designed so that customers can understand the main product benefit first and inspect technical information afterward.

04 / CATALOG SYSTEM

Organizing a growingproduct catalog.

The catalog and price list required a different kind of visual hierarchy from promotional flyers.

Instead of creating a single attention-grabbing composition, these materials needed to organize many products into a system that remained consistent across pages.

Product categories, imagery, pricing, model numbers, and specifications had to remain easy to scan while maintaining the MW Lighting identity.

The 2024 MW Lighting Price List shown as a printed book mockup — 2024 MW Lighting Price List

Open MW Lighting price list showing the Residential Lighting Series product tables with images, specifications, and pricing — Price List Interior Spread

Open MW Lighting catalog showing the company introduction page and the table of contents organized by lighting series — Catalog Structure & Table of Contents

05 / PRODUCT MARKETING

Turning specificationsinto visual stories.

New product announcements required a more immediate visual approach.

Large typography, isolated product imagery, specifications, installation details, and strong contrast were combined to make each product recognizable within seconds.

Although each product had different visual characteristics, the materials retained common structural elements so they still felt like part of the same brand system.

Printed mockup of MW Lighting fire resistant junction box and surface mount product flyers — Fire Resistant Junction Box / Recessed Housing

Printed mockup of two overlapping MW Lighting flyers: the red Fire Rated Down Light flyer and the LED Emergency Exit Light new product flyer — Fire Rated Down Light + Emergency Exit Light

Printed mockup of two overlapping blue MW Lighting flyers: the Round Slim Surface Mount Night Light and the matte black Retrofit Downlight new products flyer — Round Slim Surface Mount Night Light + Retrofit Downlight

06 / PROMOTIONAL DESIGN

Campaigns could breakthe system — withoutbreaking the brand.

Promotional campaigns allowed the visual system to become more expressive.

Seasonal graphics could introduce stronger imagery, typography, and color while retaining key MW Lighting brand elements.

For example, the Memorial Day promotion combines product photography, pricing, promotional hierarchy, and seasonal visual language within a single sales-focused composition.

Printed mockup of the MW Lighting Memorial Day promotional flyer

Memorial Day Promotional FlyerProduct Promotion / Print & Digital

07 / PRODUCTION & CONSISTENCY

One brand.Many formats.

The work was designed across different formats and use cases — from single-page product flyers to promotional graphics, catalogs, and pricing materials.

Maintaining consistency meant repeatedly balancing brand recognition with the specific needs of each product.

Rather than applying one rigid template, the system allowed typography, scale, imagery, and color to adapt while maintaining a recognizable MW Lighting visual identity.