Executive Creative Director
// Research //Digital Design //Brand Design //User Testing //Experience Design //Brand //Product Development //Human-Centered Design
lys technologies
//LYS is dedicated to designing personalized lighting solutions that align with individual circadian rhythms and daily routines, promoting healthier living through tailored light experiences that are accessible to everyone.
2020—2021
Responsibilities
I led the end-to-end transformation of LYS Technologies’ visual identity. I orchestrated a focused 5-week initiative, collaborating with internal teams and key stakeholders to uncover market insights, redefine the brand’s value proposition, and develop a compelling visual narrative. I guided my creative team through the development of a refined wordmark, custom typeface, and bespoke iconography, ensuring every element embodied LYS’s human-centric and technologically innovative approach to healthy light. My role was pivotal in aligning the creative vision with the new business strategy, delivering a cohesive identity that positions LYS as a leader in the B2B SaaS market.
Overview
In a rapidly evolving health tech landscape, the market was saturated with B2C wearable solutions, even as growing consumer awareness of the vital role of light in overall wellness highlighted an untapped opportunity. Recognizing this shift, LYS Technologies saw the need to pivot from a consumer-focused model to a B2B SaaS approach, leveraging its extensive circadian rhythm and light intake database. This strategic repositioning was essential to capture a sophisticated segment of the market—businesses eager to integrate data-driven, personalized light solutions into their wellness programs—thus creating a clear mandate for a brand refresh that communicated innovation and leadership in healthy light technology.
Challenge
LYS Technologies was on a transformative mission: to shift from a B2C wearable tech company into a B2B Software-as-a-Service (SaaS) powerhouse, leveraging an extensive database on circadian rhythms and light intake. This radical repositioning required a complete rethink of its go-to-market strategy, necessitating a refreshed brand narrative, a compelling value proposition, and a visual identity that could resonate with a new, sophisticated audience.
Our Approach
Over an intensive 5-week collaborative process, we partnered closely with LYS to realign their brand for the evolving market:
Weeks 1-2: Discovery & Insight
We immersed ourselves in internal and external research, gathering crucial market insights and understanding customer needs. This phase laid the groundwork for redefining the company’s value proposition and vision.Weeks 3-4: Strategic Foundation
With clear insights in hand, we developed a robust strategic framework. We crafted a new verbal and visual identity that encapsulated LYS’s human-centric approach to technology and healthy light.Week 5: Visual Identity Development
The final week was dedicated to translating strategy into design. We refined the wordmark, introduced a bespoke brand typeface, and created custom-drawn iconography inspired by the new typography. A fresh color palette was developed to evoke the warmth and natural vitality of light, culminating in a digital design concept that brought the new identity to life across LYS’s website and apps.
results
The revitalized visual identity perfectly embodies LYS Technologies' renewed focus and forward-thinking approach. The refined wordmark and typeface signal a blend of technology and humanity, while the custom iconography and warm color palette evoke the natural essence of light. This new identity not only positions LYS as a leader in the B2B SaaS space but also makes a bold statement about the vital role of healthy light in our daily lives.
Just like air, food, and water, light is a fundamental source of health. While we consciously choose our meals and exercise routines, the way we absorb light remains an unconscious act—until now. With this refreshed identity, LYS empowers people to embrace light in a way that truly energizes their day, fostering a healthier, happier lifestyle.
The new LYS visual identity features a refined wordmark and a custom brand typeface that embody the company’s human-centric and technologically innovative approach to healthy light. Complementing these elements are bespoke iconography derived from the typeface’s letterforms and a warm, inviting color palette that mirrors natural light. A dynamic digital design concept brings the brand to life across lystechnologies.io and its new suite of apps.
Just as air, food, and water are essential for our wellbeing, light is a fundamental source of health. While most of us absorb light passively every day, we deliberately choose what to eat, drink, and how to move. But what about the light we rarely notice—the subtle energy that can truly invigorate our day and enhance our mood? By paying attention to the quality of light around us, we unlock its potential to make us healthier and happier.
