An almost 30-year company received a new logo and catalog facelift in this rebranding.
In 2010, Ruud Lighting became the umbrella under which other sister companies would sit. Ruud Lighting Direct is one of those companies. With no visual identity other than an old catalog and website, it was my goal to create a new, corporate look for this brand.
It all started with the corporate logo, adding an active swoosh to signify the movement of selling direct.
The catalog was completely redesigned and reorganized, making it an easier field reference for the company's customers. Examples shown are from the 2011 annual catalog.
The design elements derived from this design process carried through the entire brand to advertisements, brochures, postcards, e-blasts, and their new e-commerce website.