Ethos

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Ethos
(916-532-9699)

Purpose:

To provide a memorable experience through the use of light, shadow, and nature
To develop landscape scenes that evoke emotion and provide ‘affect’
To act and perform as a leader in the artform of landscape lighting design
To educate consumers, practitioners, and professionals
To be respected by all other trades and professions as an equal without being taken advantage of
To give back to the next generation of landscape lighting professionals
To be trustworthy, professional, and dedicated within my discipline

Distinguishing Character—I am highly passionate about this artform and use an ‘experiential’ approach with the design process. I believe that the ‘Design’ is the most important part of a successfully installed project.

Moral Nature—I am God-fearing, respectful, and honest. I am a veteran of the U.S. Army, which is why I place a high value on our country and the U.S. Constitution.

Competitive Advantage—My distinct difference over anyone performing this type of work is:

Understanding the psychology of light & dark, as it applies to nature or natural settings
Understanding the principles of composition and using them in my work
Understanding how to develop emotion and providing ‘affect’ to a landscape scene
Understanding the design process as it applies to landscape lighting
Understanding how to visualize landscaped spaces during the day for night use

Note: the concept of using human psychology and the principles of composition, are relatively new to this profession. In fact, I was the one to introduce them to this profession to measure ‘good’ lighting design. Many label this type of visual art as ‘subjective’, but my introduction of concepts has made it more ‘objective’—a first for our industry.

What is Important to Me

Affect

'Affect'--a psychological concept or term used to describe the "experience" of feeling or emotion

I utilize the same 'measures' developed by the Experiential Landscape Lighting Initiative (ELLI) to evaluate a 'good' lighting design:

Principles of Composition
Concept of 'Affect'
Common Flaws of Landscape Lighting
Photography

Avalon's Story

Avalon has been around for over two decades. In the beginning, it performed to provide 'good', functional lighting--that which focused on tasks and aesthetics. However, during the second decade, it realized the importance and value of providing for 'mood.'

Today, Avalon believes that there is an inherent therapeutic benefit associated with 'good' lighting design. This is especially true when it evokes an emotional response. Avalon strives to provide an 'affect' to each of its works--this provides intent and purpose to enhance the customer's experience.