Toggled
Brand identity, Creative and Art Direction for a national retail LED lighting brand.
Toggled is a USA-based sustainable technology company specializing in direct-wire LED lighting and networked smart building controls. What began as a simple LED replacement for fluorescent tubes has grown into a full suite of products designed to make buildings smarter and more efficient.
Toggled's shift from a B2B lighting company to a consumer-facing retail brand introduced new creative demands across product, packaging, and marketing. The work called for dedicated creative direction to build a cohesive visual identity and execute across every touchpoint at speed.
I led ongoing creative development and brand execution for Toggled, overseeing the creative and art direction across every touchpoint and balancing day-to-day production with the broader stewardship needed to keep the brand cohesive as it grew.
My work extended beyond marketing creative for existing product lines into close collaboration with engineering on new product designs, including the user experience for the first iteration of the Toggled IQ app.
As the business shifted from strictly B2B sales to retail, I worked closely with engineering to develop packaging and in-store signage at speed, supporting Toggled's initial launch and later full expansion into The Home Depot stores nationwide.
- Art direction
- Creative Direction
- Brand identity
- Marketing collateral
- Website design
- Digital & print ads
- Tradeshow booth design
- Packaging design
- Video storyboarding & oversight
- Design team from Altair was included in the review during the initial rebrand as well as the first major overhaul of the website
- Krista Cojocar - Creative Direction during first website update and start of rebrand
Brand System
Led rebrand efforts with creative team at Altair. The final logo mark echoes the product shape, and type adjustments were made to mirror the organic lines of the mark.
Digital + Web
Full UX and UI front-end website redesign launched with rebrand. The new site solved for usability issues as well as accommodating the addition of a Shopify store.
Video Art Direction & Storyboarding
“Maggie has a tremendous design sensibility combined with great business sense and a can-do work ethic. At Toggled, she was an inspiring and reliable partner across packaging, product videos, and brand identity, navigating the unique challenges of a fast-growing startup. Having her as a teammate meant every day was a chance to move the company forward.”
Packaging + Print
The toggled iQ™ smart system is a network of lights, sensors and switches which are connected using Bluetooth® low energy technology. No new control wiring is required. Designed with end-user functionality and overall satisfaction at its core means it’s a system that can be easily modified based on personal needs and preferences both immediate and in the future.
