Grand Haven, Michigan...Borns LLC has been awarded the development of Light Corporation's new marketing communications program. In September, Light doubled its product offering by acquiring Garcy/SLP, one of the company's main competitors. The merging of Light's new and existing product lines is being reinforced by the enhancement of the company's brand identity.

Light designs, manufactures, and markets lights for the office environment. The company provides ambient and task lighting to office furniture OEMs and dealers throughout the United States.

"Light is now the leader in ambient and task office lighting products," says Patrick Cannon, director of sales and marketing at Light. "We have chosen Borns to help us take our marketing to a new level, as well."

Shelley Carl, marketing manager, concurs. "Borns is helping us elevate the perception of our company and its offering. We are creating a much higher standard within our market category."

To increase brand equity, Borns is developing a new corporate identity for Light. "Borns is helping us clarify our position in the market. We are introducing our new positioning statement, 'enlightening the workspace', to reflect Light's leadership in office-lighting knowledge and products that improve productivity," adds Cannon.

"Light provides an aesthetic, energy-efficient product line that uses environmentally friendly manufacturing processes. It is a pleasure to partner with such a progressive organization," states Randy Borns, principal of Borns LLC.

Borns is also developing new sales support materials, a new website, and a dealer direct marketing campaign for Light.