Brand Tone

inspirational, professional, and helpful

Brand Values

• •Design and Style
• •Quality and Performance
• •Customer Guidance and Support
• •Heritage and Innovation

Best Practices

• •Lead with Inspiration, Follow with Information: Start with the "why" The beautiful room, the feeling of a finished project. Then, provide the "how" The product collection, the easy installation, the specific features. This caters to both the dreamer and the doer.
• •Use "Affordable Luxury" and "Timeless" as Guiding Stars: These phrases appear consistently in brand messaging. All copy should reflect this balance, highlighting elevated design that is accessible and styles that will last.
• •Empower the Customer: Frame the copy around the customer's journey. Use empowering language like "Find your personal style," "Transform your home," and "We're here to help." Position the brand as a partner, not just a seller.
• •Highlight Both Heritage and Trend: Leverage the brand's 100+ year history to build trust and authority ("A century of lighting the way"). Simultaneously, speak to what's new and next in design to show relevance ("Discover the latest trends").
• •Maintain a Consistent Voice Across Platforms: The professional and inspirational tone should carry through from the website's detailed product descriptions to the shorter, more visual posts on Instagram. While the format changes, the core brand voice Helpful, stylish, and trustworthy Should remain constant.

Social Perception

reliable and accessible brand for quality lighting fixtures

Copy Examples

• •From task to ambiance, the right light changes everything. Our Celino Collection isn't just a fixture; it's the centerpiece that completes your modern kitchen. Swipe to see how a simple switch can make a brilliant statement. #ProgressLighting #KitchenInspo #ModernDesign
• •Ready for a weekend project? Transform your entryway with affordable luxury. Our Design Series offers timeless styles that are easy to install and designed to impress. Click to find your home's new welcome light. #DIY #HomeRenovation #LightingDesign
• •Inspired by Art. Designed for Living. Discover the Summer 2025 Collections Where timeless silhouettes meet modern innovation. Elevate your space with understated elegance. [Shop Now]
• •Extend your living space. Our outdoor lighting solutions are built to withstand the elements while casting a warm, inviting glow for those perfect summer nights. #OutdoorLiving #PatioGoals #ProgressLTG
• •5 Lighting Trends That Will Define 2026. Your guide to staying ahead of the curve and illuminating your home with style. #LightingTrends #InteriorDesign