Our CEO, Erik Hansen, oversaw the architecture, design, and development of these projects while he worked for Classy Llama, an agency he co-founded in 2007. Elemental LED is not and has not been a Kraken client.

About Elemental LED

Elemental LED is a leading U.S. based engineering and technology company that creates, develops, manufactures, markets, and sells innovative, configured, and integrated LED lighting solutions. They are America’s largest provider of low-voltage linear lighting solutions.

The Need

Elemental LED needed a site that could help their customers differentiate between the products in their catalog. They had a lot of educational content and needed a robust platform to manage that content. They needed a platform that would allow them to manage both a B2B and a B2C site from a single backend.

The Solution


Elemental LED’s products are not visually impressive in-and-of-themselves. You have to see them “in use” in order to get an idea of how they can make a space magical. The “Gallery” showcases some of the ways Elemental’s customers have used their products.


Elemental LED is running two websites on a single backend: elementalled.com serves their B2B customers and diodeled.com serves their B2C customers.

Content + Commerce Integration

A robust integration between WordPress and Magento which allowed for the following:

  • Admins can manage content in easy-to-use WordPress admin
  • All content is seamlessly displayed alongside products on the frontend
  • Products used in a “Gallery” listing are shown as related products

Product Differentiation

LED strip lights come in many different variations. We helped customers differentiate between product lines by showing key product features on the product listing pages.

Accessory Compatibility

Most LED light strips require “accessories” in order to power and control the light. As a user selects swatches at the top of a product detail page, the products shown in the “Compatible Accessories” section of the page will change to only show accessories are compatible with their selection.


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