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Dasal Architectural Lighting premiered its new name, logo, rebranded website and tagline at LIGHTFAIR International 2016 in San Diego last month. Rebranded as Lightheaded, the downlighting and accent lighting manufacturer showed several new products in a way that lighting professionals uniquely relate to. The exhibit won the Best Booth Award in the 400-500 sq ft category, recognized by LIGHTFAIR for excellence in visual display and in product presentation.

The LIGHTFAIR show floor can be a cacophony of light. The Lightheaded booth, with its quiet downlighting, offered a respite for the eyes – and comfy ottomans offered a respite for the feet.

"The Lightheaded brand conveys our overall approach to lighting solutions: a fun-loving company culture singularly dedicated to solving problems in the rapidly evolving architectural lighting industry. The booth expressed that perfectly," said Founder and President Norm David. "Thousands of attendees passing by saw themselves in the striking full-body ‘dupes’ on display. We connected with both current and potential customers on an intuitive level."

Several months ago, a few Lightheaded managers and employees stepped into a 3D scanner to be immortalized in resin by a cutting-edge 3D printer. Passersby instantly recognized the actions that the figures depicted. No matter where they go, lighting professionals are constantly looking up to critique the lighting in a space. The three larger figurines, front and center, looked up at the downlighting, toward the new logo and tagline. Smaller dupes "examined" the beamspreads and lighting qualities of different products.

Lighting and building professionals from around the world thronged the massive exhibit hall. But among the bright, almost visually assaulting exhibits, the clean and comfortable Lightheaded booth provided a respite.

Once inside, some of the figurines could be recognized as dupes of the personnel staffing the booth. It was constantly crowded with longtime colleagues and new acquaintances. Everyone was excited about the new branding, and customers were glad to hear that the management, personnel and overall direction of the company would remain the same.

The lifelike figurines inside plexi display cases caught the attention of passersby. The 10 inch dupe at left checks out the finish on a downlight trim: it’s 6 ft 6 inch Lightheaded Sales Manager Eric Van Der Net. At right the dupe of Sales Associate Derek Sousa compares the color rendering effects of two different LED sources.

"Now more than ever, LED lighting can integrate better and more intelligently with the built environment. The new tagline ‘Obsessed with Light’ embodies the company’s enduring commitment to integrated architectural lighting design and engineering," said David. Lightheaded Lighting LTD, formerly Dasal Architectural Lighting, is a privately owned architectural lighting company headquartered near Vancouver in British Columbia. It provides specification-grade downlights, accent lights, cylinders and multipoints for the residential and commercial markets.

The website redesign, launched in March, reflects the Lightheaded mission and presents products in a designer-friendly interface. All the spec sheets are redesigned and expanded to clearly show options and make it easy to assemble a complete product specification. The Your Project tool lets customers organize the fixtures and dimming options for an entire project and "build" a comprehensive submittal.

"Lightheaded retains Dasal’s commitment to quality and innovation at the forefront of both LED lighting and digital lighting controls," said Gordon Catherwood, Director of Sales. "Our new identity expresses that dedication and enthusiasm for great lighting, evolving technologies and the success of every project."

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