Voltra Lighting
Branding
Initial Branding: Built Around the Designer’s Vision
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The original brand identity was crafted to embody the creative vision of lighting designer Arnold Chan. With his guidance, we chose a refined palette of deep black and warm golden tones to reflect the cosy, intimate ambience his lighting creates. Every visual element—from colour to tone—was carefully selected to convey both sophistication and warmth. The result was a brand identity that didn’t just look good; it felt right. It captured the emotional impact of Chan’s designs and translated them into a visual language that resonated across touchpoints.
Current Branding: New Look, Same Vision
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To keep the brand relevant and visually engaging, we set out to refresh Voltra’s identity with a more contemporary and refined aesthetic. The updated approach included a brighter, more dynamic colour palette, a modernised product render to better showcase the product experience, and carefully selected typography to unify the visual language. The result was a cohesive and elevated brand presence that aligned with Voltra’s evolution and resonated more strongly with design-conscious audiences.
Telling the Story Behind the Light​
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Following the launch of our new brand guidelines, we set out to create a series of distinct brochures tailored to each product range. These weren’t just sales tools—they were storytelling pieces. Each brochure showcased the collection while highlighting the designer, their creative vision, and the inspiration behind the work. With strong visual design renders and a clear narrative, the brochures helped build a deeper emotional connection with the brand and elevated the overall customer experience.
Website: From WordPress to Shopify
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The original Voltra website was built on WordPress, optimised for SEO to support organic visibility and long-term growth. It featured full e-commerce functionality via WooCommerce, tailored primarily for B2B users—including both retail and trade customers. The platform allowed account creation, product browsing, and seamless purchasing through various payment methods.
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Following a shift in management and the introduction of new brand guidelines, the decision was made to transition to Shopify. This move aimed to create a more streamlined B2C shopping experience, focusing less on organic growth through SEO—previously driven by high-performing keywords like “cordless lighting” and “cordless lamps”—and more on brand-led marketing. The new strategy also placed greater emphasis on visibility through third-party platforms rather than building traffic organically.
Awards
Lighting the Way to Recognition: IIDA Award 2019 – USA
In 2019, I personally submitted Voltra’s lamps to the International Interior Design Association (IIDA) Awards in the U.S. But it didn’t stop there—I also introduced the product directly to the selection committee, presenting the concept, design intent, and brand vision in person.
This hands-on approach helped bring the product to life beyond the application, making a strong impression that ultimately secured us the Lighting Design Product Award. It was a moment that combined strategy, storytelling, and product excellence—and it opened new doors for Voltra on the international design stage.
Voltra Takes the Spotlight: German Design Award 2020
In February 2020, Voltra was honoured with the second award, the German Design Award for Excellent Product Design, in Frankfurt. The recognition went beyond the product’s sleek aesthetic and functionality—the jury was equally impressed by the strategic, proactive communication that surrounded the launch.
From brand storytelling to targeted messaging, our approach played a key role in shaping how the product was perceived and ultimately helped secure the win. It was a proud moment that highlighted the power of design and communication working in sync.
A Moment on Stage: Lighting Design Awards 2020 – London
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In early 2020, just before the world shifted into lockdown, I had the opportunity to present Voltra at the prestigious Lighting Design Awards (LIT) in London. Despite a period of confusion around submissions and several delays leading up to the event, I pushed through and delivered our presentation in person.
While we didn’t take home the award, Voltra was officially nominated—a meaningful recognition of the brand's growing presence in the design industry. It was one of the last major in-person events before the pandemic, and a memorable moment in our journey.
International Exhibitions & Shows
Stepping Into the Spotlight: Voltra’s Trade Show Debut 2018 - London
Voltra made its trade show debut at the Hospitality Design Show in London, marking the official launch of the product line to the industry.
I managed the event from start to finish—overseeing everything from pre-show planning and logistics to on-site execution and brand presentation. This first public appearance played a key role in establishing Voltra’s presence within the design and lighting community, setting the tone for future exhibitions and brand growth.
First Impressions: Launching at Maison & Object 2019 - Paris
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Organising a major international trade show in one of the world’s design capitals was no small task—but it was one I owned from start to finish. From navigating venue logistics and managing stand design to coordinating shipments and team travel, every detail came through me.
I ensured the brand was presented at its best to a global audience, and the results spoke for themselves: a 93% return on investment and a strong wave of interest from new European buyers, like Costa Navarino Hotels, Bachmair Weissach Spa & Resort, The Newt, The Standard Hotel etc. Beyond the numbers, it was a moment where strategy, creativity, and execution came together—and I was at the centre of it.
Making It Happen in Vegas: HD Show 2019 – Las Vegas
For HD Show 2019 in Las Vegas, full responsibility was taken for organising the trade show presence—from securing and adapting the exhibition space to fit brand requirements, to hiring promotional staff and managing the international shipping of all equipment.
On-site setup was coordinated with a dedicated crew, and all travel logistics, including accommodation arrangements, were handled to ensure a smooth execution. The result was a strong and professional brand showcase in one of the industry’s key events, securing trade deals and distributors in the USA.
Strategic Visibility: Hospitality Leadership & Design Conference 2020 - London​
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In January 2020, I proactively identified a high-value opportunity to position Voltra in front of decision-makers from the hospitality industry. I recommended sponsoring a key conference attended by executives from The Four Seasons, Hard Rock Hotels, Shangri-La, and leading interior designers.
Beyond securing brand presence across all event promotions, I arranged for Voltra lights to be placed directly within the conference space, ensuring our products were experienced firsthand in a real-world setting. The result was Immediate interest. It was a calculated move that combined brand awareness with tangible ROI.
Digital Presence
Digital Debut: Voltra’s Launch Featured on Dezeen 2018
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Voltra’s first online product introduction made its mark with a feature on Dezeen, one of the world’s leading design platforms. The article offered a detailed look at the product’s design and innovation, capturing the attention of a global design-savvy audience.
The response was immediate—over 100 direct lead inquiries requesting product quotes followed. This feature not only validated the brand in the design community but also drove real commercial interest from day one.
Strategic Exposure: Leveraging Archiproducts for Global Leads 2018
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To expand Voltra’s reach within the design industry, I strategically used the Archiproducts platform to position the brand in front of architects and interior designers worldwide.
The result was a steady flow of qualified inquiries from professionals seeking product details and project collaboration. This initiative directly supported lead generation and connected the sales team with a global network of industry decision-makers.
Earned Media Win: Voltra Featured in The New York Times 2020​
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Securing free media coverage in The New York Times doesn’t happen by chance—it takes timing, strategy, and a strong brand narrative. I successfully positioned Voltra for inclusion in a feature article on cordless lamps, placing the brand alongside some of the industry's biggest names.
The piece praised both the product design and the brand itself, significantly boosting Voltra’s visibility, credibility, and reputation in a global market. It was a standout moment of earned media that delivered lasting value.
Search. Click. Convert: Driving Growth Through PPC
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To boost Voltra’s visibility and drive sales, I developed and managed targeted PPC campaigns for Search Intent and Google merchandise across the UK, USA, Middle East, Australia and Europe. By honing in on high-intent keywords like “Cordless Lamps” and “Cordless Lights,” Voltra consistently ranked at the top of search results.
These campaigns weren’t just about visibility—they delivered. The strategy generated qualified leads, converted directly into sales, and significantly grew our email subscriber base. It was a clear example of data-driven marketing with real business impact.
