PROLICHT redefines its identity: “Designed to Create” as the new guiding principle for architectural lighting

With a sharpened brand profile and the claim “Designed to Create,” PROLICHT positions itself as a partner for creative freedom, collaboration, and architectural relevance.

Austrian lighting manufacturer PROLICHT is making a bold move by realigning its brand identity. Under the new claim “Designed to Create”, the company directly addresses architects, lighting designers, and creative professionals. At the heart of this repositioning is not the product itself, but the freedom it enables: to shape spaces that resonate emotionally, functionally, and atmospherically.

“We don’t develop to attract attention,” says founder and CEO Walter Norz. “We develop for freedom. Creative freedom. The kind of freedom that allows architects and designers to shape a space exactly as they envision it. With this understanding, PROLICHT sees itself less as a conventional manufacturer and more as a platform: offering modular tools, responsive service, and flexible systems to empower creators.

This new brand promise is reflected not only in the claim, but in the visual language, communication strategy, and digital services such as the PROLICHT Configurator. It’s about enabling instead of showcasing, collaborating instead of self-promoting – and above all, about a clear message: NEW DOESN'T JUST HAPPEN. NEW IS CREATED.