(Austria) – Prolicht has announced a strategic shift in its global brand positioning, unveiling the tagline “Designed to Create”, signalling a broader focus on empowering architects and designers.

Prolicht’s new messaging seeks to redefine its role within the creative process. According to the company, the change reflects a long-standing ethos that prioritises design freedom and user-driven solutions.

Walter Norz, founder and CEO of Prolicht, explained that the rebrand is not a departure from the company’s roots but a refinement of its core philosophy. “It wasn’t a sudden shift. It was more like the sharpening of something that had been there all along. We’ve always worked closely with creative professionals – architects, lighting designers, planners. And over the years, we’ve realised that what they value most isn’t the product itself, it’s what the product enables them to do. That was a big insight. Our role isn’t to steal the spotlight. It’s to give others the freedom to design spaces exactly how they envision them.”

The statement “Designed to Create” shows a personal and professional commitment from the company’s leadership. After hearing creative professionals’ frustrations about having to compromise on timing, customisation, or quality, Prolicht wants to clarify that its purpose as a company is to support bold ideas and reject limitations.

Through this brand evolution, Prolicht aims to reposition itself not as the star of a space but as a partner in the creative journey. Norz adds: “We hope we can make those who are willing to challenge the brief, who look at an empty space and see its potential, feel seen. I hope they hear an invitation to explore and to question. Because in the end, new doesn’t just happen. New is created, and people who believe that, that’s who we’re here for.”

www.prolicht.at