Figma

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Adobe Suite

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Wordpress

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Hubspot

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DIAlux Evo

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Figma 〰️ Adobe Suite 〰️ Wordpress 〰️ Hubspot 〰️ DIAlux Evo 〰️

During my time at AALED, a leading LED lighting supplier, I contributed across design, marketing, technical documentation, and sales support. By wearing multiple hats, I helped improve client-facing materials, streamline internal processes, and elevate the clarity and professionalism of product information. My work strengthened both operational efficiency and the customer experience, supporting a wide range of commercial, industrial, and residential lighting projects.

AALED specializes in high-performance LED lighting solutions, from down lights to panels and high bays. As the company expanded into new product lines and custom solutions, the team needed stronger documentation, consistent visual branding, accurate technical assets, and customer‑friendly materials that could support both sales and post‑purchase use.

At AALED, I served in a hybrid role that touched several departments:

Graphic Design: specification sheets, newsletters, client presentations, collateral materials, trade show booth designs
Technical Documentation: installation guides, product manuals, process documentation, templates
Website & Product Listings: writing/formatting product descriptions, uploading technical files, optimizing product pages, tier pricing, back end design and client login support
Sales & Account Support: preparing quotes and full proposals, answering client questions, providing technical clarification, supporting B2B and distributor relationships
Operations Support: coordinating with vendors, planning events, ensuring products were properly listed in IESO rebate portals, supporting internal workflows

This cross-functional involvement positioned me as a key point of communication between design, technical, and sales functions.

These improvements supported AALED’s growth and strengthened the company’s professional image, streamlining sales and brand trust.

I always love wearing multiple hats because I get to immerse myself in the industry and learn as much as possible. I find that this makes my work easier, especially after getting to know pain points and industry-specific challenges.

At my time at AALED, I learned:

How to work fluidly across technical, sales, and creative functions
The importance of documentation in reducing operational friction
Strategies for creating scalable templates and systems
The value of clear communication when bridging multiple departments
A wide spectrum of technical LED and lighting knowledge

Case Study: AALED