DesignThink, Inc.

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Client: AMAX Incorporated

Looking to expand their brand into home and office lighting, Amax Incorporated, the exclusive developer, manufacturer and distributor of Black + Decker®, Bostitch® and PaperPro® branded office products turned to DesignThink to develop a line of lighting for the active work environment. In a market saturated with understated products and minimalist design, PureOptics lights visually communicate a robust and luxurious alternative. Boasting a modern, industrial build and intricate joint system, every inch of a PureOptics product is designed and engineered to provide consistent, unprecedented performance and optimum versatility. By leveraging Black+Decker’s brand value recognition in powerful, industrial tools and office products, we have been able to create lights powerful enough for architects and engineers, but organic enough for home and office environments.


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