Lighting Collaborative is a lighting company catering primarily to architects and interior designers in New York City. More than an outlet for fixtures, the company also designs and builds custom systems for homes, galleries and restaurants. Rather than highlighting these specialized services, however, their original logo and materials mimicked their mass-market competitors. Wallace, etc. started by defining the company’s target audience, then refined their message and created a new look to appeal to that market. The resulting direct mail campaign was followed by the best sales month in Lighting Collaborative’s history.