copy, content strategy
After CFL lights had introduced moderate energy savings but increased risks, companies scrambled to advance LED lighting. To win over consumers, someone would have to capture the elusive warm glow of incandescent light in LED form. LUX Technology Group solved it first.

As an emerging brand for mass retail, LTG needed a website that sold skeptics on LED solutions—one that positioned the company as scientists offering better technology than what would soon roll out from known brands.