Boyd Lighting
Go-to-Market Strategy for Luxury Lighting Fixtures
My Role: Brand Manager, Marketing Direction, Graphic Design, Copywriting
Collaborators: Art Director, Sales and Engineering teams, photographer, lighting designers
Background: In the year leading up to its centennial anniversary, fourth generation family-owned Boyd Lighting debuted a modern lighting product line and new look. They trimmed decades of award-winning yet outdated designs in favor of sleek, sexy, sophisticated fixtures that are perfect to a T. Their mood-setting art pieces have noticeably-luxe finishes thanks to truly by hand manufacturing. (Boyd includes a set of white gloves with every fixture, along with a ‘care and feeding’ brochure to emphasize the fact that Boyd fixtures from 100 years ago are still around.)
My Work
Print Brochures and Postcards
Digital Catalog
Social Media Campaign
National Print Media Marketing
My Work
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![Boyd Lighting brochure]()
Print Brochure 1
In partnership with the Art Director and Photographer, I designed an 8-spread, saddle stitched brochure. We selected luxe medium glossy paper to make the photos really shine.
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![David Alexander Lighting brochure]()
Print Brochure 2
I designed and wrote copy for a 16-spread, saddle stitched brochure. We selected luxe medium glossy paper to make the photos really shine.
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![Boyd Lighting interactive digital catalog]()
Digital Catalog
Boyd sells direct to interior designers and lighting designers, for whom specs are king. This interactive PDF catalog features one page per fixture with dimensions, lamping, finishes, and engineering drawings.
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![Boyd Lighting Instagram]()
Social Media Campaign
The social media campaign I managed introduced the fixtures and the people who made and designed them. It also showcased the fine details and installation photos. Additionally, I utilized images, reels, open ended questions, interviews, tagging, and relevant hashtags.
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![Boyd Lighting and Roger Thomas]()
Designer Interview & Photoshoot
A key element to the social media campaign I managed was getting up close and person with the designers, telling the story of their inspiration, vision for the fixtures, design process, challenges, and successes.
Challenge
Update all existing sales channels with new collateral and assets, brand guidelines, and product training
Celebrate the new products and 100th anniversary
Launch a national print and digital marketing campaign
Execute a roadshow
Develop a new website and update branded collateral
Grow social media awareness
Solution
Partnered with identity designer and Art Director to create brand guidelines and assets
Grew social media awareness; increased cross-promotion with clients
Results
Won Best of Design from Interior Design Magazine
Featured in the SF Designer Showcase house
Successfully launched the new catalog
Became a desirable partner and engaged in new design partnerships
Vendor participants at LightSF
Published introspective and personal storytelling about the brains and hands behind the company