A working reference for everyone shaping how Avulux shows up in the world.
Avulux helps people living with migraine feel seen and gives eye care professionals an FDA Authorized, clinically proven lens they can recommend and dispense with confidence. We speak to many audiences across consumer and B2B channels, but our promise is constant: to deliver the Avulux standard to every wearer.
Our brand and brand guidelines help us achieve three goals:
Looking for brand assets? Head to Logos, Typography, and Imagery to find the files you need.
To improve the quality of life for people living with migraine light sensitivity, through precision-engineered lenses that help people show up in daily life.
Where Avulux comes from, what we value, and the messages we lead with everywhere we show up.
Avulux began with a simple, urgent question: what if light could be filtered with enough precision to change what one of migraine’s most common triggers does to a person, without asking them to dim their life?
For millions living with migraine, ordinary light becomes an extraordinary burden. In August 2026, FDA recognized that burden as a medical one.
To improve the quality of life for people living with migraine light sensitivity, through precision-engineered lenses that effectively manage light exposure.
To be the trusted standard in light management for migraine, empowering people living with migraine worldwide to live fuller, more comfortable lives.
One brand, two dialects. Consumer copy acknowledges the struggle and offers practical light management. Professional copy respects expertise and proposes partnership.
We acknowledge how debilitating light sensitivity can be, and we offer practical tools to manage the impact of light. Never miracle cures, never cure-language, and never a promise about pain or how many attacks a person has.
We understand how debilitating light sensitivity can be. Avulux lenses are designed to help you take back control of your day.
We respect clinical expertise and the realities of running a practice. We lead with evidence, patient outcomes, and partnership. ECPs recommend and dispense Avulux. They never prescribe it, and “Rx” refers only to the patient’s own vision prescription.
Recommend Avulux to help patients reduce the impact of migraine light sensitivity. Available in single vision, progressive, or plano.
We believe no one should have to dim their life because of light. That's why we made Avulux: precision-engineered lenses designed to filter the specific wavelengths most likely to trigger discomfort, while preserving soothing green light.
Our commitment goes past the product. We're building a community of understanding, partnering with eye care professionals, and advancing the science of light management.
How to write about Avulux: the words we use, the one thing we are authorized to say, and the handful of lines that are off the table.
Avulux is FDA Authorized. It is an over-the-counter Class I medical device, and it is the only clinically proven lens for migraine light sensitivity. All three of those are real, and we say them plainly.
What follows is not a legal manual. It is the short version a writer or designer needs to produce work that sounds like Avulux and holds up. Most of this page is craft. A small part of it is fixed, and that part is called out where it appears.
When something is unclear, send it to us before it ships. A quick read is faster than a rewrite, and we would rather help you land a strong line than watch a good one get hedged into nothing.
Two ways to state the regulatory fact. Use the short one almost everywhere.
FDA Authorized.
The default for headlines, banners, subject lines, ad copy, and anywhere with a character limit.
FDA granted De Novo classification to Avulux.
For body copy, press, and provider materials, where there is room for the full sentence and the reader cares how it happened.
Blue, amber, and red wavelengths are the ones people living with migraine find hardest to tolerate. Green light can be soothing. Avulux precisely filters the harmful wavelengths while allowing soothing green light through, which is what delivers 2x better light quality. It is not a tint, and it is not a broad dimming lens.
Migraine is a disease. An attack is an event. This distinction matters to the people we are writing for, and getting it wrong is the fastest way to sound like an outsider.
| Use this | Not this | Why |
|---|---|---|
| migraine attack · migraine episode | “a migraine” | Migraine is the disease. Attacks are the events it produces. |
| migraine · migraine disorder | “migraines” | The plural frames a neurological disease as a collection of headaches. Search metadata and quoted customers are exempt. |
| people living with migraine | “migraine sufferers” · “migraineurs” | Person first. Nobody describes themselves as a sufferer. |
| migraine light sensitivity | “migraine & light sensitivity” | Joining the two with a conjunction reads as two separate things Avulux is for. Written as one phrase, it is exactly right, and it is the primary tagline. |
| migraine · migraine attack | “headache” as a synonym | Headache is one possible symptom, not the disease. Fine when you genuinely mean the symptom. |
Photophobia is the clinical term. Define it once if you use it, then say light sensitivity.
There is one sentence describing what Avulux is authorized to do. It is specific on purpose, and the specifics are what make it usable.
Avulux is an over-the-counter Class I medical device indicated to decrease the impact of light sensitivity in patients diagnosed with episodic migraine who are 12 years of age and older.
If a line says what Avulux does for people living with migraine, or says FDA Authorized, put the indication in the same place the reader is already looking. Directly beneath the claim, as real text, legible on a phone.
Lines about light, comfort, or the brand do not need it. “Fluorescents, we need to talk.” ships bare. So does “Made for the light you can’t avoid.” Adding the indication where it is not needed is a mistake, not a safe choice — it reads as legal copy and trains people to skip the places where it genuinely matters.
State it once per surface, in the first place a claim appears. It does not belong in every headline, paragraph, and button.
Use one of these word for word. Both carry all five points above, which is why a shortened version of your own will not work, however reasonable it looks.
Indication: For patients age 12 and older diagnosed with episodic migraine, Avulux is indicated to decrease the impact of light sensitivity. Use alongside usual care; its use should not alter medication usage.
Use on: landing pages, product pages, email, print, decks, leave-behinds, and larger display units where it stays legible at final size.
Indication: Age 12 and older, diagnosed episodic migraine. Decreases the impact of light sensitivity. Use alongside usual care; do not alter medication usage.
Use on: social captions, e-newsletters, mid-size display, and anywhere the full caption would leave no room for the actual message.
If neither caption fits the space, that is a signal to narrow the claim rather than shrink the type. A brand or light-management line needs no caption at all, and a small unit running a clean brand line beats a cluttered one running an illegible disclosure. A landing page cannot rescue an ad that overpromised.
This list is the fixed part. These lines create real regulatory risk, so they do not ship in any form, however they are phrased. Everything else in this guide is house style, and if a line reads better your way, say so and we will work it through.
Avulux treats, prevents, or cures migraine.
“Avulux decreases the impact of light sensitivity.” · “Avulux manages light. Your care plan manages your migraine.”
It stops attacks, or means you get fewer of them.
Keep the positive half: “On migraine days, harsh light does less to you.” Avulux does not change how many migraine days someone has. It changes what light does to the ones they have.
It reduces or eliminates pain, including pain that light brings on.
“Light that used to run your afternoon does less of it.” · “Bright store, bright screen, comfortable light.” Write about the light, not the body. Naming the problem is fine. Promising to fix it is not.
Days back: “regain productive days,” “days otherwise lost to migraine,” “stay in class more consistently.”
Scope it inside the day: “Stay in class when the fluorescents are brutal.” The test is whether the reader hears a promise about how many days they get, or about what light does to the days they already have. Only the second one is ours to make.
Anything suggesting medication or usual care can change.
Make the limitation the benefit: “Nothing about your care plan has to change. Avulux works alongside it.” · “Add Avulux without subtracting anything.”
It works for everyone, or results are guaranteed.
“Light affects everyone differently. Avulux is built for the days it challenges you most.” Pair it with the 60-day trial rather than a promise.
Widening who it is for: chronic migraine, undiagnosed migraine, light sensitivity in general, or children under 12.
“For patients age 12 and older diagnosed with episodic migraine.” If the audience genuinely is broader, drop to a brand line that makes no claim at all: “Wearable light management.”
“Migraine relief” on its own. Also cure, eliminate, and guaranteed.
“Relief from the fluorescents.” Relief can attach to the light. It cannot attach to the person.
It diagnoses migraine, or helps someone work out whether they have it.
“Already diagnosed with episodic migraine? Avulux is indicated for you.” For providers: “Start with the patients already telling you light is a problem.”
On provider-facing work: “prescribe Avulux,” “your Avulux Rx,” “Rx-only,” “doctor-prescribed.”
“Recommend Avulux.” · “Dispense it in your patient’s Rx.” · “Available in single vision, progressive, or plano.” Avulux is over the counter, so providers recommend and dispense it. “Rx” refers only to the patient’s own vision prescription, which Avulux can be made into.
One more, for paid social and search specifically: platforms restrict copy that calls out a viewer’s health condition, so “Do you have migraine?” will get an ad rejected even though it breaks no rule of ours. Address the situation instead of the person. “Some light is harder than other light.” It clears review and it is better writing.
Every figure we publish is tied to a specific source, in specific wording, with a specific footnote. Ask us for the number and the footnote together, and use both as given.
When we put a customer’s words in an ad, we adopt what they say. So a review is chosen for what it describes, not just for how enthusiastic it sounds. Ask us for vetted quotes; a review on the storefront has not automatically been cleared for an ad, an email, or a deck.
If someone has a material connection to Avulux, whether that is payment, affiliate commission, free product, or a business relationship, it gets disclosed in the piece itself. Spoken or on screen in the video, not only in the caption. Before the “more” fold, not buried under it. In plain words: “paid partnership with Avulux,” “I’m a paid Avulux partner,” “#ad.” A platform’s built-in disclosure toggle is good, and it is not enough on its own.
Brief talent on this page before they post. Everything above applies to what a creator says about Avulux, because we are responsible for it either way. A testimonial about results also reads as a claim that those results are typical, so situational content that makes no outcome claim is both safer and usually better.
One brand, many audiences. Each channel shares the same science and shapes the message for who it serves.
Speak to customers who want more comfortable days. Lead with lifestyle photography, product clarity, and quiet confidence. CTAs point to "Try Avulux Glasses" or "Shop Avulux."
Speak to professionals who need evidence and respect for their practice. Lead with clinical proof, patient outcomes, and partnership. CTAs point to "Become an Avulux Authorized Provider."
Each channel reaches a distinct audience with tailored imagery and language, while every claim stays inside the authorized indication and the Avulux evidence base.
Whether the audience is a patient or a provider, the brand is about participating in the day you already have. Show the human benefit before the technical detail, and never promise more days.
Use precise language: “FDA Authorized,” “clinically proven,” “light filtering.” Cite the source rather than dropping the claim. Substantiation is resolved by citing, never by deleting.
Explain blue, amber, and red filtering in plain language, then connect it to the portfolio: Avulux, Avulux Adapt, and Avulux Atlas.
DTC asks people to shop, try, compare, or find a provider. ECP asks professionals to become providers, learn the science, or partner with Avulux.
These are the key messages each side leads with — the actual language, proof, and posture. DTC speaks to the person who wants their day back. ECP speaks to the professional who fits the lens. Treat the phrasing in quotes as working copy, not just direction.
| DTCConsumer | ECPProfessional | |
|---|---|---|
| Who we’re talking to | Adults age 12 and older diagnosed with episodic migraine who want more comfortable days — at work, on screens, under fluorescents, outside. People who’ve tried dark rooms and avoidance, and want to stay in the light instead of hiding from it. | Optometrists and ophthalmologists looking to offer patients with migraine light sensitivity an FDA Authorized, evidence-based option, and to build a differentiated specialty within their practice. |
| What we promise | Manage the impact of light on your life. “Avulux lenses are designed to help you take back control of your day, so you can stay present for the moments that matter.” |
An FDA Authorized lens, and a specialty for your practice. “Recommend Avulux to help patients reduce the impact of migraine light sensitivity. Dispensed in their Rx, backed by independent research, and trusted by leading eye care professionals.” |
| How we frame the problem | “For people living with migraine, ordinary light — screens, fluorescents, sunlight, headlights — can trigger discomfort and pull you out of daily life. You shouldn’t have to dim your life because of light.” | “As many as 90% of people living with migraine experience light sensitivity, and nearly half say it is their most bothersome symptom, ahead of nausea and sound sensitivity. Conventional tinted lenses filter broadly, rather than targeting the specific wavelengths most associated with migraine discomfort.” |
| How we describe the lens | “Avulux filters the harmful blue, amber, and red light most likely to trigger discomfort, while allowing soothing green light through — so colors still look natural and the world still feels like the world.” | “A multi-band notch filter that selectively filters blue, amber, and red wavelengths associated with migraine, while preserving green light transmission for its soothing properties and natural color perception.” |
| How we prove it | “FDA Authorized.” · “The only clinically proven lens for migraine light sensitivity.” | “Avulux lenses are the first and only FDA Authorized precision optical filter for migraine light sensitivity, tested in a double-blind, randomized, placebo-controlled trial run by an independent clinical research organization, and recommended by leading optometrists and migraine specialists worldwide.” |
| How it should feel | “The room stays bright. The light feels better. The confidence to say yes to dinner, the drive home, the screen, the light-filled room.” | “The confidence of offering something more than a tinted lens: an FDA Authorized precision optical filter backed by independent evidence and trusted by your peers.” |
| How the portfolio shows up | Lead with the use case, not the SKU. Avulux for screens and indoor light. Adapt for inside & outside. Atlas for outdoor glare. Always Avulux. Wherever the day takes you. | Present the three lenses as one clinical system with shared science and different use cases, so providers can match the right lens to the right patient day. |
| Regulatory line | “FDA Authorized.” on the hero or badge. The full indication caption sits directly beneath the first intended-use claim on the page, once, as real text. | “FDA granted De Novo classification to Avulux, an over-the-counter Class I medical device.” Sell sheets, chairside sheets, and leave-behinds also carry the indication in full. |
| Visual cue | Real people in real light: cooking, working, parenting, walking, hiking, driving, using screens. Soft, natural lighting. Genuine expressions. | Fittings, consultations, and patient conversations. Warm clinical environments. ECP testimonials and peer endorsements. |
| Calls to action | “Try Avulux Glasses.” · “Shop Avulux.” · “Find an Avulux provider.” · “Compare all lenses.” | “Become an Avulux Authorized Provider.” · “Learn the science.” · “Partner with Avulux.” |
| Signature words | Comfort · stay in the light · manage the impact of light · soothing green light · people living with migraine · more comfortable days · wherever the day takes you · FDA Authorized. | FDA Authorized · De Novo classification · over-the-counter Class I · clinically proven · independent, double-blind, randomized, placebo-controlled · precision optical filter · migraine light sensitivity · recommend · dispense · Authorized Provider. |
| What we never say | Cure · treat · prevent · eliminate · guaranteed · FDA approved or cleared · any pain claim · any attack-frequency claim, including “days you get back” · anything implying medication can change. Miracle · sufferers · “migraines” (plural). | Prescribe Avulux · “your Avulux Rx” · Rx-only · doctor-prescribed · a recommend or dispense CTA on a page with no IFU population. Profit guarantees · aggressive retail framing · “easy sell” · linking avulux.com on provider-facing copy. |
The lines we lead with, from the primary tagline to campaign headlines.
The lines we lead with, and what each one needs alongside it.
A rule sheet tells you what not to write, which is a poor way to learn a voice. This is the register instead. None of these lines make a claim, so none of them need a caption, and all of them are usable as written or as models for something new.
Notice what these have in common. They are about light, about a room, about a moment in someone’s day. None of them promise anything about pain, about attacks, or about how many good days a person gets. That restraint is the voice, not a limitation on it, and writing new lines in this register is very much encouraged.
Everything you need to build on-brand: logo, color, typography, imagery, and downloadable files.
The cornerstone of our visual identity, used consistently across every brand touchpoint.
The Avulux logo is the cornerstone of our visual identity. Use it consistently across all brand touchpoints.
The full lockup with tagline should be used whenever possible. It represents the full brand identity.
The tagline reads Migraine Light Sensitivity Lenses, as one phrase with no conjunction. If you come across an older lockup with an ampersand, it is out of date — request current artwork rather than using it or setting the tagline in type yourself.
The wordmark without tagline is used when the tagline would be redundant or space is limited. It is also the safer mark on character-constrained placements, where the tagline would render illegibly.
The crown icon is a standalone brand mark for favicons, social avatars, and other small or square placements.
Full color on white
Reversed on dark
Grayscale
On brand teal
On white
On dark
On white
On dark
Maintain a minimum clear space around the logo equal to the height of the "A" in Avulux. This keeps the logo readable and uncrowded by neighboring elements.
Digital: 100 px minimum width
Print: 1 inch (25 mm) minimum width
Six common mistakes to avoid.
One master brand, two audiences, three lenses.
Four core colors anchor the brand. Two more extend the ECP palette. A product palette differentiates the lens portfolio. Click any value to copy.
The single brand color that carries across both modes. Used for CTAs, links, and highlights.
Primary text color in light mode. Primary background in dark mode. The brand's structural anchor.
Primary background in light mode. Accent and soft-text color in dark mode. Adds warmth without hue.
Secondary background in light mode. Primary text and UI in dark mode.
ECP-only accent for badges, highlights, and special callouts. Complements teal in dark mode.
Deeper background against Dark Navy. Used for elevated surfaces and cards in ECP mode.
Same palette, two dialects. DTC is light. ECP is dark. Teal is constant.
| Role | DTCLight mode | ECPDark mode |
|---|---|---|
| Primary background | Cream · #F4F2E6 | Dark Navy · #121A24 |
| Secondary background | White · #FFFFFF | Navy Light · #1E2D3D |
| Primary text | Dark Navy · #121A24 | White · #FFFFFF |
| Secondary text | Gray · #495057 | Gray · #ADB5BD |
| Accent / CTA | Teal · #3CA899 | Teal · #3CA899 |
| Logo version | Black lockup | White lockup |
Each lens in the portfolio carries a distinct core color and a matching pastel. On avulux.com, the pastel sets the card background for its product, making the lineup legible at a glance.
Indoor everyday wear. The core migraine light sensitivity lens.
Light-reactive lens for changing light, indoor to outdoor.
Outdoor lens for high-glare contexts: water, roads, snow, hiking.
Use the pastel for backgrounds, cards, and soft fills. Reserve the core color for product-specific accents, category labels, and iconography. Pair either with Dark Navy for text.
Two typefaces carry the brand: a display serif for voice, a sans for clarity.
Let Playfair set the tone. Let Archivo do the explaining. Give both room to breathe.
Light, on
your terms.
The room stays bright. The light feels better.
Playfair Display 400 / Archivo 400 & 600Photography that reinforces compassion, precision, and hope. Never staged, never clinical.
Daily life with the light turned down.
Show real people in authentic situations: moments of comfort and relief, not poses. Use natural, soft lighting. Include diverse representation across ages and contexts. Avoid anything that reads as staged or clinical.
Professional environments, paired with warmth.
Feature eye care professionals with patients. Emphasize partnership and trust. Keep the atmosphere approachable; clinical shouldn't mean cold.
Three lenses, one science, staged by use case.
Show the portfolio as a use-case system: Avulux for indoor light, Adapt for changing light, Atlas for outdoor glare. Pair clean product shots when comparing options with lifestyle images that make the recommendation intuitive. Keep lens names locked to the master brand, and preserve the shared science story: harmful blue, amber, and red light filtered while soothing green light passes through.
Assets, formats, and resolution. Everything you need to use Avulux correctly.
The wordmark and crown ship as SVG for maximum scalability. The tagline lockup ships as high-resolution PNG while vector artwork for the new tagline is finalized. Do not reconstruct the lockup by setting the tagline in type; request the file.
| Use case | Resolution | Color mode |
|---|---|---|
| Digital · web | 72 DPI minimum | RGB |
| Standard print | 300 DPI | CMYK |
| Large-format print | 150 DPI minimum | CMYK |
