HLB Lighting Design is built on a simple but enduring principle: that design has the ability to change not just what we see, but how we see. This belief is captured in the firm’s new tagline, “See design differently.” It signals a broader perspective on how design influences the built environment at every scale and reaffirms the firm’s responsibility to advance innovation and stewardship in projects that impact communities worldwide.
For nearly 60 years, HLB has partnered with architects, owners, developers, and institutions to deliver industry-defining lighting designs. The new tagline captures both the firm’s legacy and its forward-looking perspective on how design can influence our environments.
“Design is not static,” said Carrie Hawley, Senior Principal and CEO of HLB. “It evolves alongside technology, culture, and the needs of the communities we serve. See design differently. reflects our commitment to leading with vision, curiosity, rigor, and imagination, continually expanding the impact we can have on people everywhere.”
The tagline also underscores HLB’s broader view of the built environment. While lighting remains central to the firm’s expertise, the work increasingly intersects with conversations around wellness, environmental responsibility, and integrated design strategies.
“Light plays a critical role in shaping the success of a space, but it does not operate in isolation,” Teal Brogden, Senior Principal and President of HLB Lighting Design says. “See design differently. signals our commitment to collaboration and to exploring how thoughtful design decisions can create new solutions that match the pace and evolution of our evermore technological world.”
As HLB continues to expand its geographic reach and multidisciplinary collaborations, See design differently. provides a unifying expression of the firm’s perspective, one shaped by a diverse team with a global worldview and grounded in the belief that design decisions influence how people live, work, and connect across cultures and contexts.
