Content
WHAT IF THE PRODUCT ISN'T THE STAR
Prolicht sharpens its brand positioning with a bold claim: “Designed to Create.”
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In an industry where products usually take the spotlight, we are choosing a different direction. With our new global brand positioning, PROLICHT shares a bold and simple message: “Designed to Create.”
At first, it may sound like a straightforward claim. But behind it lies a strong purpose: PROLICHT doesn’t want to be the center of attention, it wants to help others shape the spaces where life happens.
“We don’t design for attention,” says our founder and CEO Walter Norz. “We design for freedom. Creative freedom. The kind that gives architects and designers room to shape a space exactly the way they envision it.”
DISCOVER THE INTERVIEW WITH WALTER NORZ
Lighting, redefined
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While many lighting brands focus on signature products or iconic collaborations, PROLICHT is turning its focus outward. Toward the people behind the projects. The positioning is less about showcasing luminaires, and more about what those luminaires make possible. It’s about providing a platform. One that gives architects and designers something to build on. A modular portfolio. Fast, flexible service. Digital tools that turn complexity into clarity. And people who think in solutions, not limitations.
This mindset is reflected not only in the new claim, but across the company’s product development, service philosophy, and communication going forward.
