White City Lighting

In-House | Identity

A successful new competitor in the commercial LED lighting sector, GKOLED was looking to expand its business into the residential lighting space with a new consumer brand. Initially, the brand name under consideration was White City Lighting, in reference to GKOLED’s Chicagoland location. As in-house designer for GKOLED, I worked on a logo exploration for the new brand, testing out a wide range of potential directions and finally arriving on a W monogram in a style reminiscent of an electrical current.