Challenge:
Musco’s work is visually extraordinary. The challenge was ensuring the lighting itself became the hero.
The existing digital experience felt content heavy and structurally complex, making it difficult for users to grasp the scale and diversity of projects. At the same time, Musco serves multiple audiences including venue operators, municipalities, architects, and large scale sports organizations. The site architecture needed to intelligently funnel each audience toward the most relevant content and contact pathways.
Additional strategic challenges included:
- Leading with cinematic media rather than heavy brand color blocking
- Recommending aerial and in venue footage to capture projects at scale and in use
- Ensuring vertical video and imagery formats performed seamlessly on mobile
- Showcasing major partners such as NCAA, United Soccer League, and MLB in a way that reinforced credibility without feeling boastful or cluttered
The opportunity was to create a digital experience that felt as powerful and expansive as Musco’s installations.
Response:
I directed the team to strip back visual noise and allow the media to drive the narrative. Instead of overwhelming users with brand colors or dense copy, we created a restrained, modern framework where contrast, motion, and large scale media carried the story.
We reimagined the site architecture entirely, synthesizing complex content into a streamlined, intuitive hierarchy. Through robust desktop and mobile wireframes, we defined a smarter content flow that prioritized scannability, clarity, and decisive calls to action.
Brand spot colors were used strategically to elevate moments of emphasis, not compete with the custom lighting solutions itself. The result is a confident, editorial approach that lets the work speak first.
What We Did:
Under my creative leadership, we:
- Designed and developed a fully custom, scalable website experience
- Built media forward templates with multiple video integration opportunities across key page templates
- Recommended and incorporated aerial and real time event footage to highlight scale and performance
- Significantly refined and reduced copy for clarity and improved scannability
- Developed a robust filtering system to allow users to sort projects by industry, application, and relevance
- Created clear, conversion focused pathways to connect users with the appropriate Musco representatives
- Provided users with an interactive lighting configurator that allows them to visualize how Musco’s solutions perform across various sports field types.
- Introduced motion and interactive elements to add depth and moments of delight without overwhelming the experience
Every design decision reinforced Musco’s authority while improving usability across devices.
Results:
Musco’s digital presence now reflects its position as an industry leader in large-scale lighting innovation. The new platform showcases the magnitude and diversity of their work with confidence and clarity.
The streamlined architecture improves user navigation and funnels leads to the appropriate teams more efficiently. At the same time, the scalable CMS empowers Musco’s internal team to manage and expand content as new global projects come online.
The result is a brand elevation that feels cinematic, authoritative, and future ready, positioning Musco as the definitive name in performance lighting worldwide.
