Lutron’s website relies heavily on brand photography and product taxonomy, with less focus on the experience the technology creates. This concept project, developed while at VML, presented a proposed redesign of the homepage and commercial lighting landing page, including visual design and copywriting.
The concepts reorganize both pages around scenes and use cases instead of product categories. The homepage leads with a single idea, light and its effect on a space, before moving into scene-based control and connected systems. The commercial page opens with industry-specific framing (hospitality, office, healthcare, higher education, government) so visitors see their own building type before a product catalog.
