CABA Tech’s industrial lighting geniuses needed to reposition their business for success in the cannabis industry through branding and website strategy that could smoke some powerful competition.

A small — but expert — fish in an overstocked pond, CABA Tech partnered with Thunderbird Creative to do the necessary legwork to be a sought-after LED lighting provider for craft and commercial cannabis growers.

An established presence in the industrial lighting world, CABA Tech admittedly could find very little to appreciate about its existing website; it needed a simple, effective website without much fluff.

My approach emphasized the 30-plus years of industry experience through a reimagined, bold, slightly irreverent, straight-and-to-the-point brand voice. By making LED lighting information readily available on the website, including the annual lighting catalog and a FREE DLI study and analysis above the fold, website visitors can quickly understand how here-to-help the CABA crew is.

To be as efficient as possible, I devised a common language that spoke to the hobbyist marijuana grower with a garage setup and the multiple-acre commercial enterprise with epic annual yields. I dialed in messaging that focused less on complex engineering lingo and proprietary secrets, like CABA’s competitors, and more on the simple reason a grow operation of any size would buy LED lights: to make their cultivars grow better.

Giving CABA a platform for its BS-free approach to industrial lighting differentiates it from the other industry players.