A working reference for everyone shaping how Avulux shows up across consumer campaigns, the ECP portal, clinical materials, and partner collateral.
01
The Guide
A working reference for everyone shaping how Avulux shows up in the world.
Avulux does two jobs at once. It helps people living with migraine feel understood, and it gives eye care professionals the confidence to recommend a clinically grounded lens.
This guide translates the consumer brand at avulux.com and the professional brand at ecp.avulux.com into one practical system for campaigns, presentations, provider materials, pages, and partner collateral. Two dialects of the same vocabulary, kept in tune.
02
Brand System
One brand, two dialects. Consumer and professional share the same science, and speak different languages.
DTC · avulux.com
Manage the impact of light on your life.
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."
ECP · ecp.avulux.com
Help patients live better with migraine.
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."
Four Principles
01
Lead with the person.
Whether the audience is a patient or a provider, the brand is about restoring participation in daily life. Show the human benefit before the technical detail.
02
Support claims with proof.
Use precise language: "clinically proven," "independent studies," "light filtering." Avoid broad cure language or unsupported symptom guarantees.
03
Make the lens story clear.
Explain blue, amber, and red filtering in plain language, then connect it to the portfolio: Avulux, Avulux Adapt, and Avulux Atlas.
04
Keep CTAs audience-specific.
DTC asks people to shop, try, compare, or find a provider. ECP asks professionals to become providers, learn the science, or partner with Avulux.
Messaging Matrix
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 living with migraine or light sensitivity 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 photophobia and migraine-related light sensitivity an 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 evidence-based lens, and a specialty for your practice. “Offer patients living with migraine and light sensitivity a clinically grounded lens, 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.”
“Photophobia affects the majority of people living with migraine. 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
“The only lenses clinically proven to help people living with migraine.”
“Validated in an independent, double-blind, randomized, placebo-controlled clinical trial, and recommended by leading optometrists and migraine specialists worldwide.”
How it should feel
“Calmer days. Fewer missed moments. 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 — a therapeutic option backed by peer-reviewed 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.
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.
Profit guarantees · aggressive retail framing · “easy sell” · any claim beyond the clinical evidence.
03
Brand Personality
Who we are when we're showing up at our best, and what that sounds like on the page.
Avulux was founded to give people living with migraine a way to stay in the light, not hide from it.
We earn trust twice: once from the person reaching for relief from harmful light, and again from the eye care professional who fits the lens. That means we sound clinical without being cold, warm without overselling, and specific because light is specific.
Mission
To improve the quality of life for people living with migraine and light sensitivity, through precision-engineered eyewear that effectively manages light exposure.
Vision
To be the trusted standard in therapeutic eyewear, empowering people with migraine worldwide to live fuller, more comfortable lives.
Migraine affects every age. So does comfort in an otherwise demanding light environment.
CompassionRooted in the daily weight of living with migraine.
AccessClinically proven light management available to everyone who needs it.
TrustLasting relationships with patients and providers.
Voice
One brand, two dialects. Consumer copy acknowledges the struggle and offers practical light management. Professional copy respects expertise and proposes partnership.
For Consumers — DTC
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.
We understand how debilitating light sensitivity can be. Avulux lenses are designed to help you take back control of your day.
For Professionals — ECP
We respect clinical expertise and the realities of running a practice. We lead with evidence, patient outcomes, and partnership.
Partner with Avulux to offer your patients an evidence-based option for photophobia and migraine-related light sensitivity.
At a Glance
Essence
Light relief, life restored.
Position
The trusted leader in therapeutic eyewear for migraine and light sensitivity.
What we say
Avulux eyewear manages the impact of light by filtering harmful lightwaves while allowing soothing light through, to help people with migraine and light sensitivity.
What it means
You deserve to live your life without being limited by light. We're here to help.
Rational appeal
Clinically informed technology, precision filtering, quality craftsmanship, professional endorsement.
Emotional appeal
Hope for relief, feeling understood, confidence in daily activities, control over symptoms.
For millions living with migraine and light sensitivity, ordinary light becomes an extraordinary burden.
We believe no one should have to dim their life because of light. That's why we made Avulux: precision-engineered eyewear designed to filter the specific wavelengths most likely to trigger discomfort, while preserving beneficial 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.
Bringing comfort to light.
04
Logo
The cornerstone of our visual identity, used consistently across every brand touchpoint.
Primary Logo
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.
Wordmark
The wordmark without tagline is used when the tagline would be redundant or space is limited.
Crown Icon
The crown icon is a standalone brand mark for favicons, social avatars, and other small or square placements.
Variations
Full color on white
Reversed on dark
Grayscale
On brand teal
Full Lockup
On white
On dark
Crown Icon
On white
On dark
Clear Space & Minimum Size
Clear Space
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.
The foundation lens. Lead with clinical proof, precise blue/amber/red filtering, soothing green transmission, and daily comfort for screens, indoor light, and mild outdoor use where the sun is less intense.
Avulux Adapt
The photochromic extension. Lead with "Avulux comfort, inside and out," automatic outdoor darkening, and one-pair versatility.
Avulux Atlas
The polarized outdoor lens. Lead with outdoor vision, safety, and clarity in high-glare contexts: water, roads, snow, hiking.
Taglines & Messaging
Primary tagline
Migraine & Light Sensitivity EyewearUsed with the logo in all primary brand applications.
Portfolio line
Always Avulux. Wherever the day takes you.For Avulux, Adapt, and Atlas collection marketing.
Portfolio headlines
Avulux comfort, inside and out.Outdoor vision, the Avulux way.Compare all lenses.
Campaign headlines
Take back your day.See life clearly, comfortably.Relief in sight.
05
Color
Four core colors anchor the brand. Two more extend the ECP palette. A product palette differentiates the lens portfolio. Click any value to copy.
Palette
Aa
Avulux Teal
Primary accent · both modes
The single brand color that carries across both modes. Used for CTAs, links, and highlights.
HEX
RGB
CMYK
4.6:1 on Navy · AA3.3:1 on White · AA Large
Aa
Dark Navy
Text (DTC) · background (ECP)
Primary text color in light mode. Primary background in dark mode. The brand's structural anchor.
HEX
RGB
CMYK
16.8:1 on White · AAA14.5:1 on Cream · AAA
Aa
Cream
Primary background (DTC)
Primary background in light mode. Accent and soft-text color in dark mode. Adds warmth without hue.
HEX
RGB
CMYK
Aa
White
Secondary background (DTC) · text (ECP)
Secondary background in light mode. Primary text and UI in dark mode.
HEX
RGB
Aa
Avulux Purple
ECP extended · badges & highlights
ECP-only accent for badges, highlights, and special callouts. Complements teal in dark mode.
HEX
RGB
Aa
Deep Black
ECP extended · elevated surfaces
Deeper background against Dark Navy. Used for elevated surfaces and cards in ECP mode.
HEX
RGB
How it's applied
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
Product Palette
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.
Core lens
Avulux
Indoor everyday wear. The core migraine and light sensitivity lens.
Core
Pastel
Photochromic
Avulux Adapt
Light-reactive lens for changing light, indoor to outdoor.
Core
Pastel
Polarized
Avulux Atlas
Outdoor lens for high-glare contexts: water, roads, snow, hiking.
Core
Pastel
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.
06
Typography
Two typefaces carry the brand: a display serif for voice, a sans for clarity.
Display · Serif
Playfair Display
Used for headlines, section covers, mission and manifesto statements, and taglines. Sets the editorial tone. Never used for body copy or long-form paragraphs.
ReliefThe light you need, not the light you don’t.
AaRegular 400
AaMedium 500
AaSemiBold 600
AaBold 700
Text · Sans
Archivo
Used for body paragraphs, UI, navigation, captions, buttons, and metadata. The workhorse: keeps long-form reading clear and neutral.
ClarityPrecision-engineered eyewear for migraine and light sensitivity.
AaRegular 400
AaMedium 500
AaSemiBold 600
AaBold 700
Scale
DisplayBringing comfort to lightPlayfair 400 · 56–96 px
Heading 1Brand PersonalityPlayfair 400 · 44–56 px
Heading 2Four PrinciplesPlayfair 400 · 34–44 px
Heading 3Lead with the person.Playfair 400 · 20–24 px
LeadA working reference for everyone shaping how Avulux shows up.Archivo 400 · 18–20 px
BodyAvulux lenses are designed to help you take back control of your day.Archivo 400 · 16 px
Photography that reinforces compassion, precision, and hope. Never staged, never clinical.
Lifestyle
Daily life with the light turned down.
At home · comfortFamily · careActive · in motion
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.
Clinical
Professional environments, paired with warmth.
Fitting · expertisePatient · relief
Feature eye care professionals with patients. Emphasize partnership and trust. Keep the atmosphere approachable; clinical shouldn't mean cold.
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.
Mood & Atmosphere
Do
Soft, natural lighting
Warm, comforting tones
Genuine expressions
Calm, peaceful settings
Avoid
Harsh, clinical lighting
Cold, sterile environments
Forced or fake expressions
Chaotic or busy backgrounds
08
Downloads
Assets, formats, and resolution. Everything you need to use Avulux correctly.
