Gross Electric
I collaborated closely with a cross functional team to design the “Get It at Gross” campaign, helping drive brand recognition and showroom engagement through a unified creative direction. In addition, I led the creative development of several key initiatives, including the Let’s Make A Deal sale logo to support promotional visibility, the 115 Year Anniversary logo to celebrate the company’s legacy, and the Gather & Glow campaign branding to unify seasonal marketing efforts. Together, these projects established a consistent and strategic visual language across promotions, milestones, and brand storytelling.
Client
Gross Electric
Category
Print Design
Web Design
Digital Design
In association with Tandemtide
Creative Overview
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The “Get It at Gross” campaign was developed to increase showroom traffic and strengthen in-store engagement by positioning Gross Electric as the destination for elevated lighting and home solutions. The creative direction centered on a sophisticated, polished aesthetic that reflected the quality of the products while appealing to design minded homeowners and professionals. The campaign was executed across a range of touchpoints, including showroom graphics such as TV displays, a retractable banner, and a sandwich board, as well as a direct mail postcard and display ads across all locations. Together, these assets created a cohesive and refined visual presence that reinforced brand authority and encouraged customers to visit the showroom in person.
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To celebrate Gross Electric’s 115 year anniversary in 2025, I designed a commemorative logo that could be seamlessly integrated across marketing materials, in-store signage, and digital assets throughout the year. The mark needed to honor the company’s long standing legacy while maintaining the sophisticated, refined aesthetic.
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The Let’s Make A Deal sale is Gross Electric’s biggest sale of the year, inviting customers into the showroom to make an offer on select products for a chance to have it accepted or try again. To match the excitement and interactive nature of the promotion, the creative direction embraced a fun, retro 70s summer vibe that felt bold, energetic, and nostalgic.
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The Gather & Glow logo was created as part of Gross Electric’s initiative to evolve their visual identity into something more moody and romanticized. The goal was to capture the warmth and intimacy that lighting brings to a space while elevating the brand’s overall aesthetic. The design incorporates a refined serif paired with an elegant serif typeface, creating a layered, sophisticated look that feels timeless and expressive.
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To support the Gather & Glow campaign, I also developed the initial concept template for the campaign lookbook, establishing the visual direction and foundational layout system for the project. This included defining typography pairings, grid structure, imagery style, and overall tone to ensure the moody, romanticized aesthetic carried consistently throughout the piece. The template served as a creative framework for another designer to build upon and refine into the final version, ensuring alignment with the campaign vision while allowing for collaborative execution.