Light designs and manufactures energy-efficient lighting for the workplace. The Borns/Light relationship began when Light bought a competitor with a dealership network. This changed Light from a contract manufacturer to a lighting OEM.

Borns started by developing a corporate/product brand identity system, a dealer catalog, and a website to accommodate internal content managers, dealer sales representatives, and end users alike.

Not only does Light provide efficient lighting, but it also helps its resellers and customers understand how to light offices for maximum productivity and comfort, and with the least electricity consumption. Borns coined the brand positioning statement, 'enlightening the workspace'.

Light transferred its technology and expertise into lighting for the industrial environment. The 'enlightening' brand message Borns developed also applies to this new market segment. Since the industrial line offers entirely new technology, Borns is branding both the category and product levels.

A different sales channel is required for the market. ESCOs, electrical contractors, and consultants make up this new channel. To expand Light's network of resellers, Borns is using its Brandvertising^SM direct marketing program to target new sales partners.