Archlum & Lighting Contracts Solutions Dubai
Brand Strategy
Brand & Marketing Strategy
Archlum’s brand positioning was strategically defined to establish a clear and differentiated presence within the architectural lighting market. This included shaping the company’s mission, vision, values, and tone of voice to reflect precision, quality, and design integrity. Comprehensive brand guidelines were then developed and documented to translate this strategy into a clear visual and verbal framework, ensuring consistency across all marketing, digital, and commercial communications as the brand scaled.
Visual Identity & Brand Governance
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Archlum’s visual identity was developed and applied across key touchpoints, including logo usage, colour palette, typography, and imagery direction, to ensure a cohesive and recognisable brand. Brand governance was maintained by reviewing marketing materials and communications to ensure consistent alignment with the established brand framework and long-term integrity.
Product Brochure Development
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I led the development of new brochures for Archlum’s product range, ensuring they clearly communicated technical performance, design intent, and application while remaining aligned with the brand’s visual identity and tone of voice. This included structuring content, refining messaging, and overseeing layout and presentation to create polished, easy-to-navigate materials suitable for architects, designers, and commercial partners.
Exhibitions
International Exhibition Management
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I was responsible for planning, organising, and delivering Archlum’s participation at an international lighting and building exhibition in Dubai in January 2025. This included overseeing exhibition marketing materials, brand presentation, and on-site coordination to ensure a strong, cohesive, and premium brand presence. The exhibition supported Archlum’s international visibility, partner engagement, and commercial development within the global architectural lighting market.
Awards
Industry Awards
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Archlum’s submission to the Lighting Design Awards was managed end-to-end, from directing the design team and shaping the award narrative to developing and writing the full product and project descriptions. The submission resulted in Archlum winning the Landscape Lighting Award 2025, reinforcing the brand’s credibility and recognition within the architectural lighting industry and supporting its positioning as a design-led, premium lighting brand.
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