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Creating a concise animated narrative that helped prospective clients understand how Llumarlite’s services worked together from initial consultation through to delivery.
Llumarlite was a lighting and engineering consultancy whose projects combined consultation, surveying, design, manufacture, installation, controls and ongoing support. Yet new audiences often encountered the company through promotional brochures, a text-heavy website or isolated examples of services and projects. The breadth of the offer was visible, but the relationship between its parts was not.
The Managing Director wanted a promotional film, but had no definitive audience, message or creative direction in mind. The challenge was therefore not simply to produce a video, but to turn an open request into a coherent communication response: identifying who the film needed to speak to, establishing what prospective clients needed to understand first, and reconciling different internal priorities into a concise story that showed how Llumarlite’s services connected from initial consultation through to delivery.
One coherent introductory narrative
A clearer route into greater depth
Extended value across settings
An adaptable communication foundation
Clarity without losing breadth
Showing how the capabilities connected while giving prospective clients a clear starting point, rather than presenting a catalogue of services.
Depth within limited attention
Explaining enough of the complete offer while remaining concise enough for LinkedIn audiences.
Format following purpose
Selecting a visual approach that supported continuity, pacing and understanding.
I led the project from reframing the initial request through message prioritisation, narrative development, storyboard and voiceover script, visual direction, animation and final delivery.
The work was developed with the Managing Director, marketing and sales colleagues to reconcile different perspectives and establish what prospective clients needed to understand first. An external partner supported the sourcing of voiceover artists, while I reviewed the options and selected a voice that matched the intended tone.
Viewing-context and format research
Message prioritisation and narrative architecture
Storyboard development, voiceover script, pacing and voice selection
Visual concept, design and animation production
Final delivery and LinkedIn implementation
Early conversations with colleagues revealed that Llumarlite had no consistent way of describing its offer. This became particularly apparent when observing sales colleagues introducing the company to visitors at exhibitions and industry events, where different people naturally emphasised different services and areas of expertise.
Brochures and website copy contained many credible claims, benefits and credentials, but lacked a clear order and often relied on lengthy explanations.
The problem was therefore not a lack of information, but the absence of a coherent route through it. Rather than attempting to fit everything into the film, I prioritised orientation: establishing the whole clearly before directing people towards greater depth.
With enough material to draw from, the key challenge was deciding how to frame it. The first design decision was not the visual style, but what prospective clients needed to understand and in which order. I grouped the competing messages around what audiences needed to understand first, what could be introduced briefly and what was better left for deeper content or conversation.
Who Llumarlite was and the kinds of lighting and efficiency challenges it addressed.
The connected capabilities behind the offer, rather than a list of unrelated services.
How consultation, information gathering, design and delivery worked together.
The practical benefits for clients: coordinated support, measurable improvement and an approach shaped around their needs.
An invitation to explore the company and its services in greater depth.
The five-stage structure helped stakeholders prioritise competing messages and agree on what the film needed to communicate first. It created a clear order through the offer while making space for detailed service information, technical explanations and commercial benefits to sit in later content or conversation.
We discussed several possible formats, including live action, existing project imagery and animation. Preferences varied, but the decision ultimately depended on what material was available, what colleagues were comfortable contributing to, and what could be achieved within the available budget. I reviewed guidance and examples around short-form promotional video to understand how duration affected attention and how much information could realistically be communicated. This helped establish that the film needed enough time to explain one complete idea without becoming either rushed or overly long.
| Live action | Existing imagery | Animation + voiceover | |
|---|---|---|---|
| Authenticity | High | High | Medium |
| Visual consistency | Medium | Low | High |
| Explaining relationships | Medium | Low | High |
| Control of pace/sequence | Medium | Low | High |
| Dependent on existing footage | High | High | Low |
Animation offered the clearest way to represent the complete service journey consistently, without relying on extensive footage or on-camera contributors, while giving greater control over continuity and pace. A duration of just under one minute gave the five-stage story enough room to develop while remaining suitable for its original LinkedIn context.
Too short, and the offer became fragmented. Too long, and an introductory film risked losing attention.
With the narrative structure in place and the duration set at no more than one minute, I began developing the storyboard. To maintain continuity through the story, I chose continuous movement that carried the narrative from one stage to the next, rather than relying on a montage of separate services or projects.
The visual treatment drew on Llumarlite’s existing graphic language, connecting the film to the company’s wider communications and visual identity rather than introducing an unrelated creative style.
I chose to combine the animation with voiceover. The voiceover script provided the explanatory thread, helping to establish the pace and shape the animation around what needed to be understood at each point. I worked with an external partner to review potential voice artists, looking for a voice that felt warm, clear and regionally neutral, but authoritative enough to establish credibility while remaining accessible to a broad UK audience. Subtitles were added to the finished animation so the story could still be followed when viewed without sound.
Initially created for LinkedIn, the film was subsequently adopted across the website, paid activity, presentations and industry events. The same concise narrative proved useful wherever Llumarlite needed to introduce the complete offer before moving into greater detail.
A shorter 30-second version was developed for Circular Lighting Live, playing on screens around the venue alongside content from other sponsors. The film retained the established visual language while shifting the story towards energy, waste and circular-lighting themes.
The film gave Llumarlite an approved, concise way to explain how its capabilities connected from initial consultation through to delivery. Rather than requiring every introductory communication to explain the complete offer from scratch, it provided a shared starting point before moving into more detailed service information or direct conversation.
Its adoption beyond the original LinkedIn brief also gave the underlying narrative a longer life than the initial asset, allowing the same introduction to support several different communication settings.
Clearer introductory narrative
Brought a fragmented explanation of Llumarlite’s services into one coherent story from consultation through to delivery.
Clearer route into greater depth
Gave prospective clients an accessible starting point before moving into detailed service, project or technical information.
Reusable communication approach
The narrative and visual language were reused across the website, LinkedIn, advertising, presentations and industry events.
An approach that could be adapted
The same animation language was later adapted into a shorter event-specific version focused on circular lighting.
The project reinforced the importance of separating the requested format from the communication problem beneath it. Establishing what people needed to understand and in what order gave the animation a clearer purpose and made decisions about voice, pace and visual treatment easier to resolve.
It showed that a well-structured narrative could remain useful beyond its original channel, providing a common starting point for later website, campaign, presentation and event communication.