CasE Study: DMF Lighting
Great collaboration makes light work of communications challenges.
DMF Lighting is an innovative LED company based in Southern California that had grown from a small startup to a national player, competing with some of the biggest names in the industry. With that growth came marketing challenges large and small. I've built an excellent long-term relationship with DMF by helping them find solutions across a broad spectrum of communications, from the brand level to product catalogues.
Whatever the project, my work with DMF is highly collaborative, beginning with a conversation with the CMO about her goals and requirements. Next, I work with the creative director to determine how to structure the information and the best ways to convey it. Then the real process begins, whether it's creating headline after headline until I find the perfect one, or trimming the fat from product details until a description is as brief and focused as possible. A running dialogue with the team and a deep knowledge of their business makes this task far simpler. Finally, when it's time to merge visual with verbal expression, and I'm just as comfortable providing design feedback as I am taking copy edits from the design team. I've found that no matter what the need is, a thoughtful and collaborative process gets results.