When Light Becomes Art:
Detail Lighting
A brand and imagery overhaul that transformed lighting from technical specification into desire, atmosphere, and lived experience.
Quick Facts
Client: Detail Lighting
Collaboration: Ongoing since 2015
Services: Concept, photography production, graphic design, digital presence optimisation
Deliverables: Hundreds of images, web catalogue design, print materials, brand visuals
The Brief
Refresh Detail Lighting’s digital and print presence, moving beyond technical product illustration. The goal was to create a brand world where lighting is felt, understood, and wanted.
The Meaning
The audience needed to feel:
“I want to live in that light.”
This is expertise with taste.
Confidence in the brand, built through coherence and trust.
The Craft
A three-chapter narrative structure to organise the product world:
Task light (focus and productivity)
Ambient light (relaxation and pleasure)
Outdoor living (exterior atmosphere)
Fashion-inspired art direction: still life precision plus lifestyle imagery with a human dimension.
Minimal, negative-space graphic design so the content leads and the brand remains consistent.
Detailed planning and bespoke sets to manage technical diversity and scale.
The Deliverables
Large-scale image library across product categories
Bespoke still life and lifestyle shoots
Product catalogue and website design assets
Business cards and advertising materials
Behind-the-scenes assets for brand storytelling
The Outcome
Increased brand clarity and market presence through consistent creative direction.
A content library that supports sales, marketing, and partnerships, acting as a long-term conversion tool.
Tangible commercial impact aligned with stronger value perception.
When light becomes art
developing the concept
Armed with a clear vision, our journey bifurcated into crafting a refreshed brand image and capturing the products in painterly compositions. Our graphic design strategy embraced minimalism, allowing the content’s significance to flourish in a sea of negative space and ensuring brand consistency across all platforms.
In photography, we drew inspiration from the fashion industry to develop a visual identity that Detail Lighting could call its own. This phase introduced new photographic styles, including bespoke still-life setups and lifestyle imagery that introduced a human dimension to the narrative.
sketching the ideas
Preliminary sketches bridge our vision and the client’s expectations, ensuring a shared understanding and excitement for the project. This visual dialogue streamlined the creative process, enabling us to align closely with our client's vision and timeline.
the road to production
Our meticulous planning addressed the technical diversity of Detail Lighting's product range, resulting in hundreds of images across various product categories and bespoke sets. This phase was characterised by detailed set designs, collaborative fashion endeavours, and the logistical challenge of managing extensive photo shoots.
behind the scenes
Creativity meets craftsmanship in a vibrant display of set construction and prop selection. These snapshots reveal the artistry and meticulous planning behind every shot, from the strategic arrangement of lighting rigs to the thoughtful curation of objects that transform spaces into visual narratives.
Witness the transformation of models as they prepare to become integral elements of our storytelling during this creative process. These candid moments of preparation showcase the dedication and collaborative spirit that fuel our projects, highlighting the beauty and effort that lie beyond the final image.
the deliverables
the happy ending
Beyond its artistic allure, this project delivered tangible business outcomes, significantly enhancing Detail Lighting's market presence, brand clarity, and sales. Our endeavour redefined Detail Lighting's visual narrative and solidified a lasting client relationship built on mutual trust and creative achievement.
Experience the full scope of our collaboration with Detail Lighting and learn how our space+style™ service can illuminate your brand's story.
Read Piero De Marchis's testimonial here and envision the possibilities for your own brand.
When light becomes artcredits & acknowledgements
client // Detail Lighting
photography & production // Marco Fazio
interior styling // Harriet Porter
key scenic artist // Ken Curl
art director // Strawberry Love
make-up & hair stylist // Stefania Paci
wardrobe assistant // Nicolò Atzori
assistant photographer // Oliver Spier
assistant stylist // Elena Fantuzzi
models // Julie Dumont, Natalia Satunova, Sam Barraclough
Thanks to Carlo M for his endless lighting and sparkle work, LunaSky for supplying the garments, and Studio Spaces for accommodating all our requests.
Discover how our bespoke services can elevate your brand’s visual narrative.