Berla Lighting
& Pageking
When a premium lighting brand wants to grow internationally, it needs an e-commerce platform that radiates warmth and performs strongly commercially. For Berla Lighting, we developed a digital experience in which perception, technology, and conversion come together seamlessly.
The challenge of combining premium experience and conversion
Berla Lighting specializes in high-quality lighting solutions and works for architects, interior designers, and professional partners. The brand wanted to strengthen its digital identity with a platform that clearly communicates the technical quality of its products while conveying the warmth and atmosphere of the lighting experience. At the same time, the new platform had to be commercially strong, internationally scalable, and offer a smooth product flow. Pageking was commissioned to bring these worlds together in a single future-proof digital environment.
Strategy that intuitively guides visitors through the collection
We started with a strategic process in which we redesigned the entire user flow. To balance technical information, inspiration, and commerce, we looked at how different target groups, from architects to installers, orient themselves digitally. This formed the basis for a structure in which visitors can easily find their way around, without losing the premium character of Berla. The result was a blueprint in which brand story, navigation, and product logic fit together perfectly.
Where experience and product logic come together
An important part of the process was refining the visual identity. Berla stands for quality, precision, and craftsmanship, but wanted to add more warmth to its image. In the new concept, we added subtle tones, soft shadows, atmospheric photography, and a clear hierarchy.
The result is a digital identity that radiates calm, while remaining modern, premium, and professional. The balance between experience and conversion was the constant foundation of the design.
“From day one, the Pageking team surprised us with their commitment and quality. They understood exactly what we needed: a platform that presents our products in a warm and premium way, but is also commercially strong. Thanks to their strategic approach and technical expertise, we now have a digital foundation that allows us to grow internationally.”
A digital experience that effortlessly combines aesthetics and conversion
The concept design builds on the renewed identity and translates it into an experience in which inspiration and commerce reinforce each other. Large image areas, refined micro-animations, and warm compositions support the brand story. At the same time, the interface is designed to guide visitors to the right product segments, lighting solutions, and applications. The result is a platform that is both aesthetically appealing and commercially effective.
E-commerce based on WooCommerce, enhanced by direct PIM/ERP integration
For the technical foundation, we selected a WooCommerce environment that has been further expanded with a custom integration with Berla's PIM/ERP system. This ensures that product data is always up to date and synchronized, while visitors benefit from a fast, reliable shopping experience. The multi-language structure makes the platform future-proof for international growth. Combined with an SEO strategy that targets specific audience segments, this forms the basis for maximum visibility and conversion in multiple markets.
We are thus sorting for Newtone's international ambitions. The foundation also allows for rapid and flexible further growth in the future.
Flexible building with headless components.
The new platform combines a premium brand experience with a robust technical architecture and a commercial foundation. By bringing together strategy, design, e-commerce, and international scalability into a single entity, Berla Lighting now has a digital ecosystem that inspires and activates customers. The brand is warmer, stronger, and more professional than ever, with a foundation that is ready for the next phase of growth.
Kings & Queens on the job
Ewoud van der Wende
