Luxaflex
Celebrating the power to bend light, creating more beautiful spaces
The Challenge
For over 70 years, Luxaflex has created market-leading window coverings, but that premium quality comes with a premium price tag. The brand needed a refresh to emotionally connect with a more contemporary, design engaged audience and better communicate the value of investing in premium window furnishings.
The solution
We went back to the brand name. In Latin, lux means "light" and flex means "to bend". From this core truth, we crafted a brand platform built around the promise of giving customers the power to bend light.Premium architecture is all about the control of light. When you can filter, shape and customise light, design becomes more beautiful. Life becomes more beautiful.
The new strategic platform, "Live Beautifully", launched with a brand campaign that illustrates how, when light is designed with intention, everyday life feels softer, warmer and more considered. Through fluid movement, soft textures and illuminated spaces, the campaign demonstrates how Luxaflex designs with light to elevate everyday living, articulating why thoughtful design matters.
Launched across TV, OOH, digital and social, the refreshed visual identity extended into a new image library, as well as elevated product and technology photography inspired by the visual codes of luxury architecture. Paired with a refined tone of voice, the brand system created a more cohesive, premium and design-led experience across every Luxaflex and partner touchpoint.
