The REVI System Launch
Bringing the Remote Voltage Illumination low voltage downlighting system to two very different markets, from mock customer profiles all the way to launch.
REVI System Overview — the launch's flagship film
Project Spotlight — Los Angeles Oceanview Estate
01 The challenge
Environmental Lights was introducing REVI, a new low voltage downlighting system, to a market that had never heard the name. The product had to land with two audiences whose priorities barely overlap: custom home builders chasing warmth, finish, and design control, and commercial buyers focused on scale, performance, and value. A single generic message would have missed both. The launch needed a coherent identity and two distinct stories told at once.
02 Objectives
- Draft mock customer profiles to ground all messaging in real buyer motivations.
- Clearly explain the benefits of the REVI low voltage downlighting system.
- Create distinct content for the custom home market and the commercial market.
- Build out the web pages that would house the REVI story.
- Produce an overview video for the system.
- Publish project spotlights featuring REVI in real installations.
- Promote the system across social media.
03 My approach
I started with the buyers, not the product. Mock customer profiles for each market gave every downstream decision a reference point, so the custom home content could lean into design and ambiance while the commercial content spoke to performance and return. From there I helped outline, write, and proofread the web copy and built the pages in Magento. I produced the overview video from outline to final edit, wrote and developed the supporting blogs, and created and published the social content that carried the launch across platforms.
04 What I delivered
Overview & spotlight films
The REVI System Overview plus the Los Angeles Oceanview Estate spotlight, produced from outline to final edit.
Watch the overview →Market-specific landing pages
Separate Custom Homes and Commercial Spaces pages, written and built in Magento for two distinct audiences.
View Custom Homes →Press release & blogs
A launch press release plus supporting blog content developed to educate the market and support search.
Read the release →Project spotlights
Real installations told as stories, including the LA Oceanview Estate, to show REVI in context.
Read the spotlight →Multi-platform social
Launch content created and published across LinkedIn, Instagram, and Facebook to carry the message to each audience.
Customer profiles
Mock profiles for the custom home and commercial markets that anchored messaging from the start.
05 The results
The campaign did its job at every stage of the funnel. The content was used by sales teams to help secure multiple six figure contracts and to educate existing customers on the new offering. The overview video earned a second life at trade show booths and events. And perhaps the clearest signal of all: REVI became a recognized term within the downlighting market, exactly the kind of category ownership a launch is meant to create.
Content used by sales to secure multiple six figure contracts.
Used to educate existing customers on the new offering.
Overview video featured at trade shows and events.
"REVI" recognized across the downlighting market.