Lighting up
your universe.
Advatek builds the pixel-control hardware behind LED installations from Hard Rock Atlantic City to Meow Wolf. My job was turning a deeply technical hardware catalogue into a confident, editorial brand story, without dropping a single spec along the way.
I wanted to reposition Advatek from a hardware catalogue into a brand that lighting designers, integrators and creative studios actually want to visit, and quote from on the same session.
Three audiences, pros, dealers and end-clients, share one site, and every product carries dense technical specs that can't be hidden or dumbed down. My challenge was making those specs feel like a feature, not a wall.
I shipped a 17-surface system spanning product, showcase, education and dealer network. Quote-request submissions rose 3.4×, dealer-locator engagement 2.1×, and the brand finally reflects the scale of the installations it powers.
From spec sheets to showcase, twelve weeks, four phases.
Discovery
I ran stakeholder interviews with engineers, dealers and three integrator studios, then audited every PDF, datasheet and existing page before writing a single pixel.
Architecture
I rebuilt the IA across Pro, Accessories and Clearance, promoted Showcase to a first-class destination, and planned a Resources hub for manuals, firmware and education.
Design
17 surfaces, editorial homepage, modular product templates, dealer locator, blog and case-study format. I built the component library in parallel so dev handoff wasn't a scramble.
Handoff
I delivered tokens, motion specs and a Figma library wired for the dev team, plus a cutover plan for the existing product database.
Hardware as headline act.
I opened with two oversized product photographs framing an editorial headline, "guaranteed to light up your universe." Hard-edge product imagery, signature orange callouts and full-bleed showcase moments give the page the same drama as the installations it powers.
A catalogue that respects pros.
I built three product universes, Pro Controllers, Accessories and Clearance, around one shared card template. Each tile leads with the hero render, model name, output count and a one-line summary. Faceted filters live at the top so integrators can configure a quote in under a minute.
- One product card template carries Pro, Accessories and Clearance without branching
- Faceted filters: universes, outputs, protocol, mounting
- 'Add to quote', no cart, no checkout theatre
- Clearance tags show savings inline, dealers don't have to hunt
Specs as a feature, not a footnote.
I built the PixLite E16-S detail page around a full-bleed product render with a sticky right rail of universes, outputs and certifications. Below, a long-form story walks through use-cases, integrations and a downloadable datasheet, so the same page works for the curious visitor and the engineer cross-referencing pinouts.
The work is the marketing.
I promoted Showcase to a first-class destination, a gallery of every install Advatek has powered, from theme parks to art biennales. Each tile is shot like a record sleeve; clicking one opens a full case-study page with controller stack, integrator credit and a behind-the-scenes story.
An education hub, not a docs dump.
I unified firmware, manuals, training videos and release notes into a single searchable hub. The blog runs in long-form editorial, full-bleed photo, drop-cap intro, generous body type, so deep tutorials read like the magazine features lighting designers already love.
A worldwide network, surfaced in two taps.
I built the dealer locator to drop visitors onto a world map with regional drill-down, contact details and direct quote actions. Every dealer card mirrors the product card layout, the same visual language carrying from discovery to procurement.
- Three zoom levels: world map → continent → city list
- Quote and contact actions on every dealer card, no dead ends
- 60+ countries, all fed from one CMS entry
A single page for every conversation.
I replaced five legacy forms with one progressive surface, pick a reason (sales, support, dealer, press, careers) and the page re-routes its fields, copy and team photo in place. No form-overwhelm, no dead-end inbox.
Built for engineers, dressed for designers.
Four brand colors, two type families, one 8px grid. Every component, from the product card to the dealer pin to the blog drop cap, derives from the same primitives. The system makes Advatek feel like one product across 17 surfaces.
What Advatek taught me.
What worked
Promoting showcase to a first-class destination. Lighting buyers don't shortlist by spec sheet, they shortlist by the installations they've seen. Letting the work lead converted casual visitors into qualified leads faster than any feature page ever did.
What I'd change
I'd invest earlier in a configurator. Engineers want to assemble a stack , controller + accessories + power, and walk out with a quote. Building that interaction in week three instead of post-launch would have collapsed the lead cycle dramatically.
Got a universe to light up?
I take on a small number of brand-led hardware and marketing projects each quarter. Always happy to talk lighting, manufacturing, or pro AV.
Enjoyed this case study?
Show some love for Advatek
0 people have read this story