Elation is proud to unveil 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.”

Elation has evolved from a grassroots business to the global design and technology company it is today. The extraordinary transformation continues as the company reshapes and redefines the significance behind what the Elation brand stands for.

Vision
Elation has 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.”

Mission
Elation’s mission has 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.”

Values
Elation’s 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.”

• 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.

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. Velazquez concludes, “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.”

About Elation
At Elation, we collaborate with leading professionals in the lighting industry to help bring extraordinary experiences to life. As a designer and manufacturer of a wide range of high-performance entertainment lighting products, we’re proud to be a trusted partner to top lighting professionals and rental houses around the world. Our commitment to quality, innovation, and creative solutions has made us a go-to resource in the industry. We also offer an advanced line of lighting control products through Obsidian Control Systems, and a full range of dependable specialty effects called Magmatic.