California-based lighting pioneer Xicato approached Designworks to re-imagine key brand identity elements to sell the promise of light and grow its customer base. I was hired by the latter to craft creative headlines then rewrite the website content using a consumer-oriented storytelling approach — from full paragraphs revealing a vibrant value proposition to character-limited bullet points that simplified the science behind Xicato's technology. The copy tone was clear, confident, innovative and approachable, yet not too folksy, and emphasized the physical and emotional impact lighting has on people every day, in any space.  Visit Site

Xicato Home Page Slider Headlines and Content


Xicato Site Brand Story and Value Proposition

Xicato Site Product Page Editing