Before LED bulbs became commonplace, Cree set out to introduce a new category of consumer lighting and the launch had to happen in complete secrecy.

I served as Art Director on the project, selected as part of a small internal team tasked with building the visual and marketing foundation for the product before it was publicly announced. Working behind the scenes under strict confidentiality, I developed the creative assets that would ultimately introduce this groundbreaking technology to consumers.

My role focused on bringing the product story to life visually. I photographed the product itself and directed lifestyle photography that showed the bulbs in real-world environments, helping communicate the warmth, quality, and everyday usability of LED lighting—something that was still unfamiliar to many consumers at the time.

Beyond photography, I designed the product packaging and a range of supporting sales and marketing materials that would appear at retail and in promotional channels at launch. The challenge was translating a highly technical innovation into clear, approachable messaging and visuals that would resonate with everyday buyers while maintaining the credibility of a technology leader.

Because the entire project was developed prior to the public announcement, it required careful coordination across teams, tight asset management and disciplined execution. When the product finally launched, the work was ready, from packaging on the shelf to the visual assets used to introduce Cree’s LED technology to a national consumer audience.