MLP

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.

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. 

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.

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.

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.

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.

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.

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.