Elation Lighting, designer and manufacturer of a performance entertainment lighting products, is introducing new vision, mission and values standards for the company. Elation Lighting, part of the ADJ Group of companies, owns several brands including Elation Professional, Obsidian Control Systems, and Magmatic Effects. Elation’s renewed vision, mission and values are designed to unite the organization around a shared set of goals, providing focus to common business efforts.
“This isn’t just about changing words or statements,” says 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.”
Vision
Elation stated vision is to “Transform lighting in entertainment and beyond by leading in design, versatility and sustainability.”
“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,” Velazquez states.
Mission
Elation’s mission involves pushing boundaries with engineering and service.
Velazquez explains, “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.”
Values
Elation’s refreshed values statement includes an ongoing commitment to integrity, quality, efficiency, empathy, and collaboration.
- Never Settle: Go the extra mile. Take pride in your work—never compromise.
- Details Rule: Innovation and quality come from obsessing over every detail through the lens of the end user.
- Keep it Simple: Clarity and simplicity are powerful—don’t overcomplicate what should be intuitive.
- Be People First: Prioritize relationships. Stay humble, honest, and supportive.
- Trust Our Teams: Foster unity, equity, and mutual respect in everything we do.
“These values will guide every decision, product, and customer interaction, ensuring that we remain committed to our mission and vision in all that we do,” says Velazquez. “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.”
