The impact

A contemporary brand and emotive digital experience for leading Australian lighting technicians. We elevated the national reputation of MLP and inspired new audiences to consider the emotional and social impact of light.

Coming into one’s own

MLP brings purpose to light through collaborative experimentation, fit-for-purpose products, practical expertise and product knowledge for Australian conditions.

In 2018, MLP sought permission to use the name of the European-based Modular Lighting Instrument (MLI) to enter the local market. MLI was MLP’s key supplier and would provide immediate brand recognition. 

The business owners felt the time was right for MLP to forge a new path. Juicebox was engaged to surface the consultancy’s true purpose and define its unique brand identity, as well as reimagine its website to better connect with the Australian market.

JB MLP Concentrate Folio
Strategic insight

Putting light theory into practice

Human-centric lighting

MLP’s goal was to reach and engage new audiences while supporting and strengthening existing ones. We embarked on a brand discovery process to define MLP’s creative culture and articulate its purpose – illuminating places to create safe, healthy and inspiring environments for people to be their best.

Collaborative experimentation

Beyond premium products and exceptional outcomes, what sets MLP apart from typical ‘lighting consultancies’ is its appetite for collaborative experimentation. Along with fit-for-purpose products, practical expertise and product knowledge – these attributes came to shape MLP’s market position, a statement that would guide the creative to come. 

Legacy lightscaping

Representing a shift, rather than a whole new shopfront, we set to work evolving from the legacy brand. Making the most of the strong shapes in their three-letter acronym, we developed a minimalist yet weighty monotone wordmark that heavily references light and shade. The brand is strong but dynamic, with the ‘P’ able to sit alongside the ‘L’ or below it, expressing MLP’s agility and personalised approach.

Illuminating space

We expanded MLP’s website as both a functional tool and an immersive digital experience that reflects its creative approach to lighting. Armed with strategic insights, we dove into a UX discovery session to see how we might cultivate the emotions felt while in an MLP co-created lightscape.

MLP illuminate places to create safe, healthy and inspiring environments for people to be their best.

JB MLP Concentrate Folio
JB MLP Concentrate Folio
JB MLP Concentrate Folio new

MLP’s enormous product range was re-organised in a product listing page with intuitive functionality and refined filtering based on brand and style.

Digital experience

Light at play in a digital space

Experience-centred site mapping

Digital development for MLP began with a sitemap to transition existing customers who may think of MLP as ‘practical product providers’ to see them as ‘inspiring collaborators’. The content hierarchy reflects the consultancy’s refined positioning – personalisation – while balancing creativity, product and expertise.

Expressive places

MLP’s enormous product range was re-organised in a product listing page with intuitive functionality and refined filtering based on brand and style. The ‘Case Study’ pages became ‘Places’ with images of illuminated spaces have interactive elements to better connect experience and outcome with MLP’s high-quality products.

Influencing mood

Inspired by MLP’s tagline ‘Light at play. Light at work’, we defined four mood states – awaken, energise, unwind and reflect – to create distinct experiences. At a click, the interface changes depending on the user’s desired mood. Using the screen as a source, it subtly puts light and colour psychology into action, demonstrating how creativity influences emotion across real and digital spaces.

Light at play (in real life)

We wanted to help celebrate the new direction of MLP with a launch event. At its heart, MLP’s brand is based on people and emotion, so it made sense for the business to engage with its clients in real life. We ideated an interactive brand launch event that captured ‘Light at play, Light at work’ through sensorial experiences with moody lightscapes to demonstrate how much impact light can impact space and mood.

JB MLP Concentrate Folio
JB MLP Concentrate Folio

MLP truly delivers on their brand promise and we wanted to see that come to life. The digital experience was great in theory but even better in practice, pushing the boundaries in the market and showcasing MLP's creativity and bespoke approach.

Hayden Garrard Senior Project Manager
JB MLP Concentrate Folio

Project credits

Client MLP
Year of Completion 2022
Services
  • Brand Strategy
  • Brand Identity
  • Key Messaging
  • Digital Experience
Project Team
  • Gabriella Greaves
  • Matt Woodcock
  • Joe Mooney
  • Joel Pember
  • Anthony Nankervis
  • Nathalie Galistan
  • Pooja Hoderkar
  • Hayden Garrard
  • Cam Campbell
  • Mike Boag
Client MLP
Year of Completion 2022
Services
  • Brand Strategy
  • Brand Identity
  • Key Messaging
  • Digital Experience
Project Team
  • Gabriella Greaves
  • Matt Woodcock
  • Joe Mooney
  • Joel Pember
  • Anthony Nankervis
  • Nathalie Galistan
  • Pooja Hoderkar
  • Hayden Garrard
  • Cam Campbell
  • Mike Boag
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