Following the disrupting acquisition of the lighting industry's third largest manufacturer, a former General Electric company announced their new brand, Current. The new brand and identity system stands to be disruptive within a conservative "corporate" environment, leveraging bold design and a gray tone color palette - a contemporary take on classic design conventions dating back to Bauhaus influences.
Contributions: Art Direction Design: Venthio
The new logo, with a subtle nod to an LED chip, speaks to our 140 years of delivering innovation. The nesting circles and squares evoke the balance and synergy of artistry and technology embodied in lighting and controls, and symbolizes the company's ability to innovate and scale rapidly.
Samples: Brand Guidelines
The Discover Current page acts as a singular hub bridging two unique sales channels, allowing unique visitors easy access to the portfolio of products which they desire.
With a unique two-channel sales strategy (HLI and GLI), Current required individual websites which serve each channel's partners and customers. Each website had to be noticeably distinct while still sharing similarities in UI/UX and visual design to create a seamless brand experience.
Simple aesthetic changes such as navigation color, prominent "featured brands" animations, and varied application of color palette differentiate each website while still embodying the Current brand.
