Lumileds Homepage Redesign
Role: Senior Art Director / Creative Direction / Production
Deliverables: Homepage and secondary page redesign, central carousel, UI components, visual system, copy pairing
Format: Digital / Responsive Web
Project Overview
Lumileds, a leading LED manufacturer, wanted their website to reflect an updated brand positioning with a focus on simplicity, visual engagement, and storytelling. The goal was to create a homepage that clearly conveyed the company’s values while delivering a modern, intuitive user experience.
The Challenge
The existing homepage lacked clarity and visual hierarchy. Key challenges included:
Overloaded content competing for attention
Limited storytelling or engagement opportunities
Generic stock photography that didn’t feel brand-specific
The need for a flexible structure that could scale with future content updates
Our objective was to clarify messaging, showcase Lumileds’ core values, and design a visually compelling homepage that strengthened brand identity and user experience.
Approach
I partnered closely with copywriters and stakeholders to craft a design that balanced messaging, visual storytelling, and UX priorities.
Key Design Decisions
Created a central image carousel highlighting the company’s five core values
Integrated a custom signature dot graphic to make stock imagery feel branded and distinctive
Simplified layout and hierarchy to guide users naturally through content
Established a modular, scalable visual system for future content additions
Process Highlights
Wireframing multiple homepage layouts to test content hierarchy
Moodboarding and visual concept exploration to align imagery and brand tone
Iterating on carousel design to balance messaging with visual engagement
Collaborating with copy to integrate messaging seamlessly with visual elements
Responsive design for desktop, tablet, and mobile devices
Final Design
Cohesive visual storytelling that communicates Lumileds’ brand values
Clean, user-focused layout that simplifies navigation and content consumption
A visually engaging carousel that integrates custom brand graphics
A modern, scalable design system supporting future updates
Outcome
Reinforced Lumileds’ updated brand positioning
Strengthened visual identity and brand cohesion
Enhanced engagement with site visitors through strategic storytelling and UX improvements
Created a scalable, modular foundation for future digital content
Tools & Deliverables
Figma (Wireframes, UI Design, Prototypes)
Adobe Illustrator / Photoshop (Graphics & Visual Assets)
UX flow diagrams & visual system components