Illuminated commerce for acontemporary lighting brand.

Rich Brilliant Willing

It’s not everyday we get to partner with a team that’s design-led, data-driven, and committed to creating incredible products that redefine a category.

From a loft showroom in SoHo, to its beautiful new manufacturing facility in Kingston, New York, this creative-led lighting design and manufacturing brand needed to double down online, delivering to their loyal customers an experience aligned with the exceptional products they create.

Since its founding, Rich Brilliant Willing has focused on a unique approach that’s reflected through the materials they use and the design process they follow. Having earned a reputation with architects and designers for innovative products and an exceptional customer experience, the brand was seeking to improve its online storytelling, product discovery, and specification process, delivering a premium B2B e-commerce experience to customers.

We worked with the Rich Brilliant Willing team through concepting and planning, to craft a digital experience built around a design approach that creates a unique space the brand can occupy within the lighting vertical. The brief called for a unique approach to navigation, and we responded with a creative approach to interaction supported by an intuitive content strategy that brings the Rich Brilliant Willing online experience to life.

Custom built for performance –

Storyselling through narrative content.

Bespoke tools for wholesale buyers –