Industrial Lighting Global Site Redesign

A website for a cinema lighting company, organized around how buyers choose a light.

Strategy
Identity
Applications
Production

Aputure, global site for industrial cinematic lighting

Every hero shows a light in use, on set, with people working under it. Every section of the site is one click from the main menu.

Homepage hero

Before: one global hero behind a hamburger menu

The redesigned homepage: a STORM CS32 product hero, dark and image-forward, with the full menu in view — After: product heroes, the menu in view

Main menu: every section one click away

The STORM family page: a filter column beside a grid of fixtures and kits with one line and a price each — Product family: STORM

Product detail: STORM CS32

Product page sections pairing a feature headline with a frame from a set: tunable color beside two portraits lit in different color — Features beside frames from a set

Product page sections: Multiple Power Options beside a table of output by power configuration and modifier — Power options and output

The homepage on a phone: the STORM CS32 hero under a compact header — Phone: home and product detail

The STORM CS32 product page on a phone: breadcrumbs, section tabs and the fixture — Phone: home and product detail

Brief

Aputure makes LED lighting for film and video production and sells it worldwide alongside its sister brand, amaran. The old site sold the fixtures as spec sheets, the same in a dozen markets that shoot, read and buy differently, behind one global hero and a hamburger menu. Purchase conversion sat well below the ecommerce average, with the steepest losses between viewing a product and adding it to the cart.

Approach

The brand guidelines were the starting point, and the design system was built alongside the wireframes around one question: what would a page look like lit by a cinematographer? Heroes run super-wide, at the ratio of a cinema screen. Modules are lit the way a cinematographer would light them, with a colored pop from linear lights that stay out of frame. The logo stays as it was, in full color only. Type is Swiss, with room for a bold headline and semibold body copy on light gray, and the system has its own grays, since the old palette went gray on gray. The color gradient panel stays.

Scope ran eight weeks of web design and then a four-month build: the main menu, footer and search, and the homepage, product family, resource, product detail, checkout and Shopify collection templates, each for mobile and desktop. The work was aligned across the marketing teams for Aputure, amaran, Deity and Sidus Link, and with the Shopify team in China. Renaise Kim art directed and designed it, and Jonas Luebbers built it.

Outcome

The main menu reaches every section in one click, with buy, rent, download and partner as direct actions. Product families are browsable at a glance, headlines say what each fixture does, and on-set stories run alongside the catalog. A product page opens on the fixture and its price, then moves through what the light does, each claim paired with a frame from a set, before the photometrics.

One set of templates runs a dozen localized markets with no per-market forks, so launching a new market means translating content. The site is live at aputure.com.

Results

01 Lights on Each product shown doing its job: a person on set, with the lights on.
02 One click Every section reachable from the main menu in a single click.
03 Four actions Buy, rent, download and partner, each a direct action from the menu.
04 No forks One set of templates for a dozen markets; a new market is a translation.

Client: Aputure
Medium: Website and design system
Timeline: 2024, Live
Role: Art Director + Designer
Team: Jonas Luebbers Development
Website: aputure.com