Full-scope Consulting & Product Design
Client
Rasalight
Timeframe
2025
Services
Full consulting & product design
Team
Soroush Doustvandi, Arezou Barzegar
Project Overview
For Rasalight, I led a comprehensive repositioning project that went far beyond a simple refresh. What started as a focused consulting engagement evolved into the complete transformation of the brand — from logo and visual identity to the creation of a flagship lighting product that became the new face of the company.
Rasalight needed to move from being perceived as a standard lighting supplier to a more premium, design-driven brand. They wanted to stand out in a competitive market by offering something emotionally resonant and distinctive. The brief was clear: help reposition the brand and deliver “something extra” that would elevate their market presence.
I guided the full repositioning process, beginning with a refreshed logo and visual identity system that better reflected modernity, warmth, and sophistication. The centerpiece of the project was the design of Embrace — a sculptural, innovative lighting product that perfectly embodies the new brand direction.
Working closely with product designer Arezou Barzegar, I shaped Embrace from concept through to final design. The product combines elegant form with functional innovation, creating an emotional connection between light, space, and the user. It serves as the hero product that communicates Rasalight’s renewed identity at a glance.
This was a compact yet complete consulting project — covering strategy, branding, and product development — delivering maximum impact within a focused scope.
Results & Recognition
Embrace quickly proved its strength by earning major international acclaim:
- Gold Award – IDA (International Design Awards) 2025
- Winner – LitAwards 2025
The product has become the new flagship for Rasalight, successfully shifting market perception and giving the brand a powerful, tangible symbol of its evolution.
Scope Delivered
- Brand repositioning strategy
- Logo & visual identity redesign
- Hero product design (Embrace)
- End-to-end project leadership from concept to award-winning result
This project demonstrates how targeted consulting combined with strong product design can create lasting value and international recognition for a brand.