Create a new product catalog for the lighting brand a-emotional light taking into account the new stage and direction of the brand. This last year has faced a name change, a by Arturo Alvarez is now a-emotional light. With this catalog we must face the new identity and philosophy of the brand, from a brand dominated by monochromatic, organic shapes and steel mesh as a flagship material to a stage where color has more presence, there are new materials as well as new forms. We must create a catalog that reflects the change of the brand and its new philosophy but without losing the essence and values that characterize it.
We based the approach of the catalog as well as the art direction of the photographs on the new positioning made for the brand: Lighting Life. A philosophy that understands the lighting of spaces in a very characteristic way: to illuminate spaces, moments and people generating emotional energy. Energy that breathes, feels, moves and moves. The art direction in photography seeks to represent the interaction that is generated between the lamp and the space that surrounds it. What was sought was to "give life" to these images. To do this we took as artistic reference the 4 elements of life: earth, water, fire and air in order to represent them in an abstract way. We built for the brand a microcosm where lights, matter and space interact in unexpected ways. We transferred the whole concept of the photographic art direction to the catalog, where we translated into a graphic language the elements and concepts that serve as inspiration in the photographic art direction. The art direction of the catalog has as a common thread a stain. A representation of the warmth and emotional energy that a-emotional light lamps give off. The grid is also important, as a representation of the metal mesh, the brand's flagship material.
With this new product catalog, the client manages to assimilate the change that the brand has undergone over the last year. It is the final result of a process of change in the brand, a by Arturo Álvarez is now a-emotional light. A brand that evolves and bets on new materials and new forms. A new way of understanding light and also life where color, shapes and also ecology and efficiency become part of the conversation.