Soraa is a LED lighting company founded by Nobel Laureate Dr. Shuji Nakamura, the genius behind the blue light emitting LED that enabled all white light emitting LED's to be available to the consumer market. I was tasked with leading the 2015 rebrand initiative and creating content for their new website. I worked directly with the executives leading them through the process of presenting mood boards, pitching logo's and providing web designs to land on a concept that felt smart, confident and innovative. I worked with photographer Ashley Batz and art directed the photoshoot for all content. It was fascinating learning about the science behind all of the technology that goes into their light, and then distilling that down to digestible content for consumers.