LUC a pitch deck that opened a new sales channel for an engineering company — through architects
In brief
LUC designs and installs lighting, electrical and smart-home systems for luxury residences in Miami. The company grew on direct orders, and its next step required a new sales channel: architects who bring LUC into their own projects.
To make that channel work, we had to answer the business questions: what role LUC plays in an architect’s project, what to say first and why an architect should trust LUC with their reputation.
We ran desk research on the Miami market and in-depth interviews with the owners, defined the position and the message hierarchy — and built a pitch deck in two versions: one for the first email and one for in-person meetings. LUC now has a tool that turns an introduction to an architect into a partnership.
Project logic
Each stage answered an owner’s question — and ended with a business decision
- 01 · Business audit
What exactly are we selling to an architect — and how does it differ from a typical contractor?
We dug into the Lighting Design, High Voltage and Low Voltage processes, mapped LUC’s strengths and the typical market mistakes the company fixes.
Business decisionA hypothesis map and a list of advantages that matter specifically to architects.
- 02 · Research
Who is the Miami architect — and what counts as risk for them?
Desk research on the Miami market and in-depth interviews with LUC’s owners: seven blocks of questions, from the company’s history to the role it wants to play in an architect’s project.
Business decisionThe segment’s priority pains — reputation, schedule, aesthetics — and LUC’s role in that chain.
- 03 · Communication strategy
What do we say first to get invited into a project?
Positioning, message hierarchy, line of argument, meeting script and funnel: first contact → presentation → follow-up → partnership.
Business decisionLUC sells partnership: a technical partner and the architect’s engineering back office.
- 04 · Pitch Deck
How do we turn a first meeting into a joint project?
A text prototype and two versions of the deck: a short one for the first email and a full one for in-person meetings. Every slide removes an objection and leads to action.
Business decisionA sales tool that gives the partnership a concrete first step: a free electrical audit or a showroom visit with the client.
Why a pitch deck. An architect decides who to bring into their project, and puts their own reputation on the line in doing so.
A pitch deck gives them everything for that decision in ten minutes: a pain they know from experience, the solution, proof from real residences and the benefit for their client. The “pain → solution → proof → benefit → action” logic sells partnership: every slide removes an objection, and the finale offers a risk-free first step. The format works without its author in the room — architects forward the deck to colleagues and clients, and it keeps selling.
Positioning
You author the space. We’re the system that keeps the idea intact
Aesthetics, lighting scenes and calculations — before a single outlet is placed.
Power grid and engineering: a licensed electrical contractor on the same team.
Automation, audio, shades and security — the smart home as one system.
For a studio, this means one partner in place of three contractors: less coordination, lower risk to budget and schedule, a protected reputation. LUC is the architect’s technical partner and engineering back office, a One Stop Shop for all electrical and automation work.
- 01A single point of accountability
The architect no longer has to coordinate a lighting designer, an electrician and an integrator — or sort out who’s to blame.
- 02Protecting reputation and design
LUC joins at the design stage, so the technology enhances the architecture and keeps it clean.
- 03Lighting Design expertise
Lighting scenes that raise a property’s value — and the price it will sell for.
- 04We stay with you
After-sales service and 24/7 support: the architect’s client is never left alone with the system.
Solution
What hurts architects — and how LUC solves it
The lighting designer, the electrician and the integrator pass the buck to one another, and the chaos on site hits the architect’s reputation.
The full cycle in one ecosystem: one contract, one schedule, one person responsible.
Forgotten outlets, switches hidden behind a cabinet, no power for the shades — and rework costing tens of thousands of dollars.
LUC comes in at the design stage and plans niches, switching and loads before the finishing work.
Banks of six to eight switches, visible speakers and sensors break the design intent.
One architectural keypad, invisible sound and zero visible equipment.
And lighting is exactly what sells the design.
Lighting is designed first: Lighting Design is locked in before engineering planning begins.
The architect and the general contractor want full visibility into the process.
Four phases with documentation at every step: everyone knows what comes next.
And the client calls the architect.
24/7 support and a proprietary AI assistant: the client calls LUC directly, and the architect stays free.
Ultra-luxury leaves no room for experiments.
Completed residences on Star Island, Palm Island and Coral Ridge — in collaboration with renowned architecture studios.
Every pain comes from the owner interviews and desk market research. We ranked them by priority, and each solution became a separate argument in the pitch deck.
Prototype
Sales logic first — design second
Text prototype Pitch Deck Every slide first existed as text: which pain we address, which solution we offer, how we prove it and which action we lead to. The logic is problem → solution → proof → benefit → action. Once the owners approved the argument, design amplified it: a premium, minimal, tech-forward style, a dark background, green light for solutions and red for pain.
Pitch Deck
The full version is for in-person meetings, the short one for the first contact by email. Both lead to a concrete action: send plans for a free electrical audit or bring a client to the showroom.
Result
LUC gained a new sales channel — and the tool that opens it.
A position in a new segment. The company approaches architects as a technical partner and engineering back office. In that role it gets invited into projects at the design stage, while the engineering budget is still being set.
A pitch deck as a sales tool. The short version opens doors with the first email; the full one moves the meeting to a concrete step: a free electrical audit or a showroom visit with the client.
Sales that scale. The positioning, line of argument and meeting script are documented — so the whole LUC team can sell the partnership, and architects forward the deck to their clients and colleagues.
What we’ll do for you
A pitch deck that gets you invited into projects
For when you need to open a new segment and are still figuring out how to talk to it. We’ll get into your business, form hypotheses about the audience’s pains, find your position — and build a pitch deck that answers objections before anyone raises them.
- 01 Positioning Role, messages and arguments.
- 02 Text prototype Sales logic before design.
- 03 Pitch Deck For the first email and for the meeting.
Team
- Agency
- DOGMA
- Scope
- Research, hypotheses, positioning, communication strategy, pitch deck
- Client
- LUC
