WHAT IF THE PRODUCT ISN’T THE STAR?

Prolicht sharpens its brand positioning with a bold claim: “Designed to Create.”
In an industry obsessed with products, PROLICHT is shifting the conversation. The Austrian manufacturer of architectural lighting solutions has launched a new global brand positioning: “Designed to Create.” At first glance, it’s a simple statement. But behind it is a clear redefinition of purpose: PROLICHT isn’t here to make the star of the space—it’s here to help others create it.

“We don’t design for attention,” says founder and CEO Walter Norz. “We design for freedom. Creative freedom. The kind that gives architects and designers room to shape a space exactly the way they envision it.”

LIGHTING, REDEFINED

While many lighting brands focus on signature products or iconic collaborations, PROLICHT is turning its focus outward—toward the people behind the projects. The new positioning is less about showcasing luminaires, and more about what those luminaires make possible.
“Our role isn’t to make a statement,” Norz adds. “It’s to make space—for ideas, for creativity, for transformation.” This mindset is reflected not only in the new claim, but across the company’s product development, service philosophy, and communication going forward.

NEW DOESN’T JUST HAPPEN. NEW IS CREATED

This sentence anchors the new brand narrative—a message that feels especially relevant in a time when originality is both demanded and rare. PROLICHT’s approach reframes lighting not as an object, but as a tool for those who create atmospheres, experiences, and emotional impact through space.

www.prolicht.at