Creative Strategy, Brand & Experience
Creative Strategy, Brand & Experience
‘The Illumination Collective’
Business Challenge
Reggiani was seen as supplier, not partner to its clients, by failing to convey inspiration and new ideas. The ambition was to be associated with lighting expertise and inspiration in lighting design and technology.
My Role
Leading client workshops (C-suite) and customer surveys to gain a clear understanding of the brand.
Leading the Brand positioning and Identity creation phase.
Collaborating with Design directors to make sure the visual outcome of brand collateral and space is in line with our strategic approach.
Summary
Drawing on in-depth research, we identified the core values and pillars of a brand personality for Reggiani, based on open-mindedness, dynamism and inspiration.
This collaborative philosophy is expressed in the distinctive new logo, in which an open ‘R’ takes the place of the previous ‘closed’ sphere and the design of the brand pavilion that positions Reggiani as a pioneering lighting brand.