KICHLER LIGHTING
Lighting effects copy
Role: Copywriter
Well-placed lighting is more than aesthetics—it is one of the best ways to set the mood in a space. Take it from the Danes: Hygge, which roughly translates to “emotional coziness” in English, focuses on the ways in which lighting (typically candlelight or other ambient light) can transform an uninviting home into a warm, safe sanctuary. For Kichler’s site redesign, I developed several different lighting effects to demonstrate the ways in which light can affect and stir human emotion.
calming aura
Envision sitting by a lake, water rippling beneath the setting sun. The sky casts a warm, soft glow on everything around you and—just like that—the day melts away. This is Calming Aura: dim, warm-toned light that decompresses the mind and calms the nerves. To set the mood for relaxation, use shelf lighting in a living room nook or grid lighting above the bathtub, and cue the exhale.
NATURAL RADIANCE
Curtains sway in an open window. Sun dances on the floor, bringing flecks of warmth to the space. Both impactful and calming, Natural Radiance mimics the original lighting master: Mother Nature herself. Using sconces or recessed lights, bring this effect to life in a kitchen or reading nook to create the feeling of pure, simple sunshine—no matter the weather beyond the walls.
ROMANTIC GLOW
You walk into a room aglow with flickering light. Warmth radiates, but you can’t quite put your finger on where it’s coming from. This is Romantic Glow: soft, muted light that seems to emanate from within. Set the mood for a quiet evening with ambient lighting (a dimmed chandelier is always a good idea) as a living room centerpiece or above a show-stopping table. Because sometimes, a fairytale ending begins with the flick of a switch.
CHEERFUL BRIGHTNESS
You’re walking through a field at dawn. The sun peeks up from the horizon, enveloping the entire scene in a warm, bright glow. This is Cheerful Brightness: light that captures the feeling of a smile; the warmth of a sunrise. Use ambient lighting (like sconces or ceiling fixtures) in a living room or breakfast nook—or any space you spend your mornings—to lift your spirits and brighten your mood for the day ahead.
WELCOMING WARMTH
Lighting is a story—and the first page turns before you even step through the front door. Imagine a perfectly lit pathway leading through a garden, or a porch glowing gold. This is Welcoming Warmth: comforting, illuminating lighting that sets the tone for what’s to come. From path lights along sidewalks to recessed lights in foyers, this effect turns your home into a welcoming space that says to guests: “Come in and stay a while.”
VOICE & TONE GUIDE
Role: Copywriter
On the heels of the lighting effects work, I put together a simple voice and tone guide for our agency partners to follow when creating future content.
