‘At Architectural FX we work mainly with the lighting creatives or architectural lighting designers to integrate linear lighting in furniture and buildings. So why the tagline ‘Technicians of Light?’ At a glance what we do is help designers solve technical issues and we engineer the solutions. This has been our expertise for many years and this knowledge and readiness to roll our sleeves up to solve the problem are what make us close partners to work with. Lighting is about Art and Science. We’re happy to be seen in both camps. This blog series delves into our team’s individual perspectives on our tagline and what it means to them’.
It’s Jo Harding’s turn to talk about her marketing perspective on this subject:
1. How does your Marketing team embody the idea of being “Technicians of Light”?
I don’t want to steal a march too much.. but our team came up with the tagline. As Marketeers, we put great store by a company tagline. It should offer an instant reminder of who we are and what we stand for. Over 2 years ago we re-evaluated the Architectural FX brand. We wanted to draw out what made us different. Although we work primarily with lighting designers, who are creatives, we make lighting work for them technically (and aesthetically). We wanted to reinforce Chris Skelley’s original vision for the company; ‘To provide seamless lighting solutions for customers.’ It’s our responsibility and desire to translate Technicians of Light into meaning and emotion for our customers and our employees.
2. In what ways does your role contribute to creating or enhancing the experience of light for our customers?
As Marketing Manager I’m responsible for inspiring customers and potential customers to be drawn to our company, its people, products and services. We enhance the experience of light through project stories and through our own enthusiasm and passion for light. Hopefully we also convey this through the opinion pieces and subjects we talk about. We also aim to enhance the lighting experience through supporting industry initiatives.
3. What skills, tools, or knowledge do you use that make your work technical or creative when it comes to lighting?
Marketing is, like lighting, both creative and technical. It’s our job to inspire visually with the amazing effects and differences that Light can bring to spaces. We also must articulate and clarify the technical qualities and benefits our products can deliver.
4. Can you share a moment or project that made you feel especially proud to be part of a company that defines itself as “Technicians of Light”?
For me, it has to be the recent launch of the Chancery Rosewood hotel. I’m so proud that Architectural FX has managed the sheer scale of logistics involved in manufacturing and delivering most of the linear lighting on this project (for a smaller lighting manufacturer). And proud to hear some of the great feedback from both designers and contractors on how well we managed it. And how good it looks.
5. How do precision, innovation, and craftsmanship come together in your work?
Precision is about delivering messages to the right audience so that we are relevant. Innovation is about aiming to be different and innovative in our overall offer to market-even if that is in the type of service we offer.
6. How does collaboration between departments strengthen our role as “Technicians of Light”?
We’re a small team and there’s a lot of brainstorming between departments. Especially between sales and product design. When we want to launch a new concept we can do it quicky…
7. In one sentence, how would you define what being a “Technician of Light” means for your role?
I’m part of a problem-solving team.
8. How does the phrase “Technicians of Light” resonate with customers or partners when you explain our brand?
When we explain it, they get it. The designers we work closely with think it resonates with our brand.
9. What does selling light — not just lighting fixtures — mean to you?
We sell the ultimate effect that’s created by our products. It’s amazing how much architectural detail in buildings is brought to life and enhanced by linear lighting!
The image chosen is ‘Amplitudes’ one of the light installations at Canary Wharf Winter Lights 2026. An event full of lighting inspiration that we like to share with our designer customers!
