Dominion Electric Supply, an 85-year-old family-owned business, came to us with a broad but exciting challenge: completely reimagine their consumer lighting division to become best‑in‑class.

The showrooms were outdated, designers avoided visiting them with their clients, and stiff competition from shopping behaviors that prioritized online searchability. The business, while still profitable, was clearly in decline.

Our work spanned the creation of a new brand, Dominion Lighting; a comprehensive strategic overhaul; ground‑up redesigns of two showrooms; and leadership of the teams and daily operations.

The result was a transformative, multisensory retail experience recognized with twenty regional and national awards—including one created specifically for this project: “Showroom of the Future,” presented at the Showroom of the Year Awards in 2025.

SERVICES: Spatial Design, Brand & Visual Systems, Graphic Design, Targeted Marketing, Design Strategy, Digital Marketing, Creative Direction