Creative Direction
2015/2016
2015/2016
Dyson
New Lighting Category Launch
Working with
Head of Marketing, Creative Director, Insight Team, Creatives, and Industrial Engineers
Head of Marketing, Creative Director, Insight Team, Creatives, and Industrial Engineers
In 2015, Dyson launched lighting as a new global product category, introducing Jake Dyson Lighting across the UK, US, and Japan, with retail partners including John Lewis and Bic Camera.
The ambition was to establish premium task lighting as a new category, blending engineering, design, and performance into a distinct brand and customer experience.
The ambition was to establish premium task lighting as a new category, blending engineering, design, and performance into a distinct brand and customer experience.
The Challenge
Build awareness and create a new premium category in task lighting.
The Approach
As Creative Lead and a founding member of the lighting category, I defined the product’s market positioning and narrative, and led the end-to-end customer experience across digital, retail, and packaging.
The work focused on building a coherent global system, ensuring the brand story, in-store presence, and product communication all reinforced the same idea: lighting as a performance-driven, design-led category.
I oversaw creative direction across disciplines, guiding teams through campaigns, naming, spatial design, and launch materials to ensure alignment with both brand vision and product strategy.
The work focused on building a coherent global system, ensuring the brand story, in-store presence, and product communication all reinforced the same idea: lighting as a performance-driven, design-led category.
I oversaw creative direction across disciplines, guiding teams through campaigns, naming, spatial design, and launch materials to ensure alignment with both brand vision and product strategy.