Firefly Visual · Shenzhen · since 2020
We are a small company built around the decision that comes before the purchase. Reading sites, writing specifications, choosing the factory — that is the work. The screen is what follows.
Application references — not client projects
Specified right, installed once, still running in year five.
Most of this market is built to win the order; almost none of it is built to be lived with. A wall that fails in year four is rarely a bad wall — it is a wall that was sold against the wrong brief. Our work is to close that gap before the purchase order, not after the first fault.
Not a leap of faith.
A specification you can audit, a cost you can recompute, a service you can reach. Those three are what turn a purchase into a decision, and what we would like buyers to expect as a matter of course rather than as a favour.
The reasoning behind both — the three rules we hold to, and the cases where they cost us an order — sits on the business philosophy page. Here it is kept to the conclusion.
Our client base was built in Europe and North America, and those relationships continue. The advisory work we take on today sits mostly in South America and Africa — not because those markets are easier, but because a written specification is worth more there than a discount, and there is often nobody in the building whose job is to check the quotation.
Same work, same standard. That is simply where it changes the outcome most.
They are the reason some enquiries end with us saying no, or with a smaller order than was on the table. We would rather keep them than the margin. Each one is worked through, with the paperwork it produces, on the business philosophy page — here they are stated, not argued.
A cabinet earns its place after real sites: batch continuity, driver availability, replacement modules still in production. A newer panel can beat it on one line of the specification and lose everything you need in year four.
In practice: we tell you what the newer panel actually gains, and what it costs later — spare continuity, a second driver family, a re-spec at replacement time.
A price you cannot take apart is not a price. Parts, works and freight sit on separate lines, so you can remove one and still know what the wall costs. Spare modules pass through at cost.
In practice: you get the split, the assumption behind each line, and the repair price before anything breaks — and you can buy the parts without buying a contract.
Brightness, uniformity, batch, warranty term, response time: each one either appears in the document you sign or it does not exist. The test is simple — in year five, can you still point at the sentence?
In practice: every number ships with its test condition and its exception, including what voids it.
A purchase is one afternoon. Living with the display is five years. We are useful in the second part, so that is the part we optimise — even when it means a smaller order, a later one, or none at all.
If another technology solves it better, or the budget belongs in the control system rather than the cabinet, that is what we will say. A recommendation that only ever lands on what we sell is not a recommendation.
Documenting faults, writing specifications, checking batches and following an order through to handover is slow work that never appears on a quotation. It is also the only honest reason a company this small should be trusted with a project this large.
“The product applications in this industry are almost at their peak. But service has not been considered yet. To have engineers at the customer's side — that is what makes all of them feel secure.”Lincoln Lin · founder · on why the company was started
Content is static branding with some motion. Daylight from a glazed facade on the left. The wall is the first thing a guest sees from the lift lobby.
Cheaper per square metre. Their grid rounded out to 6.5 × 2.5 m — 5 cm past the finished plaster line on every edge — and the brighter panel needed a second driver family, with no shared spares with anything else the hotel owns.
Pitch calculated from the 2.5 m viewing distance rather than copied from a catalogue. Cabinet mix set to the real opening, leaving a 7.5 cm shadow gap on all four sides for the plaster detail.
The order came out smaller. The hotel got a wall that closes cleanly, one spare kit covering three rooms, and a document every number can be traced back to.
Illustrative example, assembled from recurring project patterns — not a named client. Figures rounded.
Want the document behind it? Ask for a sample specification
2020
A small team out of engineering and export, set up around technical service rather than a sales desk.
2021
Go LED Service SRL in Belgium — the service company I founded, with a workshop and engineers at the customer's side.
2024
Stage cabinets, floor tiles, transparent film and trailer units — formats that answer a specific room rather than a general brief.
Now
Indoor fixed, outdoor fixed, fine pitch and custom fabrication, split across four partner factories. We were once a shareholder in an LCD manufacturer, so the factory side of the table is familiar.
Dimensions, viewing distance, content, ambient light, install and service access — before anything is quoted.
A document specific enough for a third party to tender from.
The application decides the partner. Samples and key parts confirmed before anything is placed.
Production checkpoints, documents, spare list, after-sales route — one name on the file throughout.
Hundreds of small checks sit behind a single quotation. They are how a buyer can tell, before the first invoice, whether a company is describing the work it does — or the work it would like to be doing. We put ours on paper so you can check them.
A photograph and a tape measure are enough to start. What comes back is a written specification and a matched factory — not a catalogue page.
Or read one first — the document every project starts from:
Fortis product specification · PDF · two pages
