The future of a legacy.
With a truly impressive retail footprint and ultra-fast innovation and production pipeline, Feit Electric is an American lighting giant that owns the aisle. When I joined in 2022, I met a team proud of their obvious sales strength, fast-to-market product solutions and extreme care for their partner relationships. Built on 45 years of history with thousands of products in market, the humble origins were the stuff of oft-repeated legend. But everyone told me point-blank they didn't have a brand. I didn't agree.
Feit Electric is a brand built around family. The products we make and the work we do brings innovation everyday to homes across America. We are family owned. The family work in lock step with the team every single day. So we wanted to make a brand that felt accessible and uncomplicated. Honest, direct but considered, current and a little quirky (as all the best families are.) And we wanted to keep it tethered to an important past.
As a part of this I've been able to build a tight-knit team of brand champions, collaborated with in-house experts, pitched buyers with the incredible business leads, built out design systems, shared new perspectives and worked to articulate a brand that would leverage our greatest strengths from the get go. This entirely in-house brand strategy has been more evolution than revolution, and every day it keeps growing.
Credits: Excellent creatives and designers have worked with me to shape the new-look Feit Electric. None of the work shown here would have happened without their influence and skill. The brand team that built this new system with me was:
Carlos Portillo (Creative Team Lead)
Jacob Johnson
Vivian Phan
Vanesa Ramos
Special thanks also to Dana Knight (Head of Marketing), her right hand Holly Holstein and the rest of the marketing team for their collaboration and support.
