A bold creative approach and joined-up thinking have helped Dusk Lighting more than double its year-on-year revenue, proving that when it comes to performance, brand still matters.
In 2024, Dusk Lighting partnered with Visualsoft’s creative team to reimagine how its brand shows up online. The goal was clear: sharpen the identity, build a stronger emotional connection with customers, and turn creative content into commercial outcomes. One year on, the results speak for themselves:
- 126% increase in revenue
- 45% increase in purchases
- 140% increase in add-to-carts
Known for contemporary and designer lighting, Dusk Lighting had already built a solid reputation for style and service. But in a crowded market, it takes more than great products to grow. What was needed was a strategy that put brand and creativity at the centre of the experience.
Jamie Moxey, eCommerce Manager at Dusk Lighting said: “Shining a light on success for Dusk Lighting’s creative strategy has been all about clarity and consistency. We’re really happy with the results of our creative-first approach with Visualsoft. Strong imagery and engaging content have made a big impact across our marketing, helping campaigns drive growth in sales and orders. Seeing an uplift has been great, especially as it hasn’t come at the expense of our ROAS value. A careful and considered approach, and it’s exciting to see it paying off.”
The creative strategy focused on:
- High-impact visuals that told a cohesive brand story across platforms
- Omnichannel campaigns that connected social, email, affiliates and paid media
- Data-led decisions that balanced performance with creativity
Campaigns like Natural Radiance used seasonal trends and aspirational content to connect with audiences, while the Eglo sale leveraged smart segmentation and retargeting to drive conversions. Influencer partnerships and user-generated content helped bring a real-world feel to premium products.
Chris Fletcher, CEO of Visualsoft, added: “This work with Dusk Lighting shows the real-world value of putting creative at the heart of digital. By staying true to the brand and being deliberate about how, where and why we show up, we’ve been able to build campaigns that do more than look good – they perform. It’s a great example of what happens when teams work in sync, and creative and data are pulling in the same direction.”
The collaboration has shown how creativity, when grounded in strategy and executed consistently, can drive commercial success. Not just a lift in numbers, but a shift in perception, resulting in a strong foundation for future growth.
