Light Up The Universe

Branding a lighting controller for a product to help you command a creative vision and emerge from the crowd.


Elation Professional is one of the world’s leading creative lighting companies. Their premium products have illuminated live events from Imagine Dragons, to The Dave Matthews Band to the Super Bowl halftime show. The Elation team had the opportunity to acquire The M-Series controller platform, the choice was obvious. But it needed a new brand to reshape it’s position in the galaxy.


Market Analysis Research
Competitive Positioning
Brand Strategy
Brand Architecture
Brand Rollout
Digital Marketing
Logo Design
Brand Identity Design
UI Design


We began by conducting deep research to illuminate the nature of the M-Series’s audience, which we found was one that uniquely straddled the line between technician and artist, developer and designer. From there, our team created a new name, brand strategy and identity to maintain it’s following and re-ignite their passion.


The new brand name — Obsidian — highlighted the rebirth of the brand while joining the order of technology with the chaos of artistic expression. The visual identity became a natural extension of the name, inspired by both the ordered lines and chaotic patterns of volcanic rock. In addition to  sci-fi and space elements incorporated into the brand for the power of creative control that feels out of this world.


Obsidian was a huge success and exceeded the client’s expectations. The result of our efforts is a brand that reengaged the current audience, and attracted new creators. After Obsidian launched they received 27% increase in followership. 66% increase in YoY User Growth and holds a 2.04% facebook engagement rate, which is 1500% above the benchmark. And ultimately, a project that positively affected the bottom line. 


Entertainment Lighting Product Brand


Experience & Capabilities


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