Repositioning and rebranding the illuminating project partner
Reggiani is a global pioneer in lighting design and manufacture. They believe in the transformative effect of lighting design and innovation on spaces and experiences. To achieve their ambition of becoming synonymous with lighting inspiration and expertise, Reggiani needed to make more meaningful connections with their audience – designers, architects and project managers, by getting closer to the project process and share their passion for lighting and brilliant ideas in a more integrated way.
We audited the brand, uncovering the key benefits that set them apart, and barriers to overcome. We also turned to out-of-sector pioneers to explore how they could convey their expertise authentically, invite customers and partners to better collaborate, and encourage innovation to achieve their ambitions.
Key insight: Tomorrow’s consumer wants to be inspired by brilliant new ideas and share in a brand’s expert knowledge.
We defined a new brand strategy – ‘The Illumination Collective’ - describing their ambition to be an insightful, inspirational lighting design partner that is an integrated part of the design process, not a supplier. A new brand personality was developed, with an uplifting and illuminated identity and an insightful, idea-centric narrative that allows the brand to inspire their customers and share their expertise and latest thinking.
The new purpose and personality have been expressed across digital and printed media, photography, illustration and dynamic exhibition stand for key industry events.
Key shift: From lighting supplier to an illuminating project partner.
We created dynamic digital content to communicate their new brand narrative.