ED — Logicontrol

Four stacks of Elements of Design business cards with bold white ‘Ed.’ logos over varied geometric patterns, plus a white card with founder Jason Kai Cooper’s contact details.

Turning a home décor brand into design class.

Strategy

Branding

Creative Direction

Design

UX / UI

Social + Ads

Print Promotional

Wayfinding

Challenge

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Elements of Design, or “Ed.,” a consumer brand under Lusive Decor (an LA-based lighting manufacturer serving hospitality giants like Four Seasons, Marriott, and Ritz Carlton), needed to translate high-end design expertise into an accessible retail offering. The challenge was creating an educational framework—Ed. is also “Editor”, or “Education”—that would teach customers how to design their own spaces rather than just selling products.

Working with founders Sally Thomas Cooper and Jason Kai Cooper, we built a style-based navigation system that organized products through themed collections, helping consumers understand design principles while shopping.

Process

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As brand strategist and design lead, I developed the Ed. brand identity, website, marketing materials, catalogues, and major trade show presence at High Point Market over about six months. The approach required us to abstract complex interior design concepts into accessible style groups like “That Sixties Show,” “Poly Gon,” “Phenomena Botanica,” and “Haiku”—10-15 rotating themes that combined pattern, historical reference, and product curation.

We got to play with the educational format: creating style groups that felt like mini design courses, experimenting with how much context to provide, testing different ways to filter products by aesthetic rather than just category. Each style group functioned as both education and commerce: landing pages with editorial content explaining the design origin, paired with filtered product collections. We had to commit to a belief that educated consumers make better customers, building real content around each theme rather than just product listing pages.

Process

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Impact

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The work supported Lusive Decor's continued growth as an Inc. 5000 fastest-growing company and helped establish Ed. as a distinct consumer-facing brand within the Lusive ecosystem. The educational approach and trade show presence contributed to extensive industry recognition, with parent company Lusive featured in Hospitality Design, Boutique Design, Interior Design, Architectural Lighting, and LA Business Journal.

Impact

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Open Elements of Design magazine spread reading ‘Don’t Buy. Collect.’ with a glowing red Edison bulb and a grid of lighting-product thumbnails.

Two unfolded Elements of Design accordion brochures with sections titled Phenomena Botanica, Life Pod and Polygon, showing brass home objects and pendant lights.

An educational framework that taught customers how to design their own spaces.

Commit

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You did your research, now make the leap. Don't worry, you'll iterate.

Commit

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You did your research, now make the leap. Don't worry, you'll iterate.

We used rotating themes that combined pattern, historical reference, and product curation.

Play

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What’s the point if there’s no fun? Make it fun for yourself, your team, your user.

Play

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What’s the point if there’s no fun? Make it fun for yourself, your team, your user.

Elements of Design trade-show booth with a tropical-floral wall, a pink-and-navy ‘Design. Go nuts.’ graphic wall, black stools and a brochure rack.

We believe that educated consumers make better customers.

“Noah transformed our vision into a memorable, cohesive and strategic brand identity.”
Hilary Kilpatric, Founder, The Kitchen Table Santa Fe
“Working with Noah was eye opening. I gained a whole new respect for what great design can do.”
Francesco Lo Coco, Founder and Owner of Zio Frank
“Noah consistently proved to be versatile, thoughtful, and highly skilled.”
Mark Zurada, COO, Pinpoint Analytics