GLOBAL: Elation has unveiled its refreshed vision, mission, and core values, designed to guide the organization’s evolution and align global operations around innovation and customer experience.

The new strategic framework lays a foundation for excellence and reaffirms Elation’s commitment to drive industry development and lead through example, making a positive impact on the industry.

“This isn’t just about changing words or statements,” said Toby Velazquez, CEO of Elation and President of the ADJ Group. “This is about aligning our business with guiding principles that will move both Elation and the industry forward.”

The brand affirms a clear vision—to transform lighting in entertainment and beyond by leading in design, versatility and sustainability.

“As we look to the future, we are reshaping our vision to better reflect our commitment to be the leading innovator in the entertainment technology industry,” Velazquez stated. “Our vision involves working to unlock new opportunities in design and product adaptability while fostering positive change. We take our role as a responsible global partner seriously and are committed to creating sustainable solutions that empower our customers.”

Elation’s mission has also evolved to inspire show creators and audiences by consistently pushing boundaries to deliver stunning experiences through superior engineering and reliable service.

“Since our founding, we’ve always believed in the power of impactful experiences, powerful, lasting impressions that you don’t soon forget,” Velazquez stated. “At Elation, we work to provide extraordinary products that make a real impact on the lives of our customers and their audiences. There’s a strong human element to it and our mission reflects that.”

According to the company, its refreshed values represent not only what Elation stands for today, but also an ongoing commitment to integrity, quality, efficiency, empathy, and collaboration. “These values will guide every decision, product, and customer interaction,” says Velazquez, “ensuring that we remain committed to our mission and vision in all that we do.”

Building on this foundation, the company’s refreshed values also look to serve as actionable principles that shape daily work and long-term vision alike. Employees are encouraged to ‘Never Settle’ —to go the extra mile, take pride in their craft, and never compromise on excellence. Plus, with a belief in the adage of ‘Details Rule’, the brand looks to ensure that every nuance of its business process is carefully considered through the eyes of the end user, fuelling both innovation and quality. Simplicity continues to remains a key virtue for Elation, as the team is driven by a commitment to ‘Keep it Simple’ in order to making experiences intuitive and clear. At the heart of it all though, is a ‘People First’ mindset — nurturing relationships with humility, honesty, and support. And with a firm emphasis on ‘Trusting the Team’, Elation looks to continue fostering a culture of unity, equity, and mutual respect in everything they do.

“By embracing these principles, we aim to better serve our customers, inspire our employees, and create a lasting positive impact on our industry. They align with every aspect of our business and reinforce our brand promise to deliver the extraordinary” Velazquez concludes, assuring that Elation’s renewed vision, mission and values are designed to unite the entire organization around a shared set of goals, providing focus to common business efforts.