Faced with increasing online competition, selling products only relevant to one season of the year had become an unsustainable business proposition. So Festive Lights released its ‘Home’ range to reposition itself as an all-year-round lighting product provider and soon followed up with a dedicated ‘Trade’ offer, supplying larger quantities of lights to multiple industries such as lighting distributors, event and lighting installers.
Though the new business strategy was slowly but surely capturing new audiences it now needed a refreshed brand identity to ignite growth.
Brand strategy / Brand identity / Brand guidelines
A detailed audit showed the old brand identity to be fragmented, with random styles being far too ad-hoc. To build equity, recognition and customer trust the new brand needed to be consistent, whilst adaptable for B2C and trade B2B audiences. It would also need a big fat shot of personality to differentiate the Festive Lights offer from competitors.
The new brand essence built around the concept of Joy, was crafted around the simple notion of the pleasure stunning lighting brings into our lives. Something that could work hard for both the domestic audience and the B2B event crowd. This essence was reflected visually in the logo smile and a brand new vibrant colour palette. The photography style shifted focus from close-up product shots to capturing people enjoying the enhanced mood and atmosphere created.