BrandMatters

Dynalite

Philips Dynalite designs and manufactures technology solutions for lighting control and building automation applications. As an industry segment leader, they have taken innovation in lighting control and energy management to over fifty countries around the world.

Task

Dynalite’s initial brief to BrandMatters was to create a distribution channel brand. This initial discovery and research led to a deeper investigation where we determined and identified a more substantive business and brand opportunity. The resulting task then became the creation of a new positioning for a reinvigorated Dynalite, more reflective of the businesses recent global expansion and overall year on year performance. The brief was therefore expanded, to include not only the initial channel brand name and positioning, but a new logo and entire identity system, more befitting and reflective of the organizations actual global performance.

Approach

Desk research was conducted and was complimented by an efficient series of qualitative interviews with a cross section of global stakeholders – internal as well as channel and customer. This informed positioning development, naming development of the new channel brand, logo development for the parent and channel brand and the creation of an entirely new brand identity to be applied to all marketing, product and advertising collateral worldwide. A comprehensive, yet user friendly set of brand guidelines were also created for use and interpretation by employees and marketing suppliers in all international locations.

Results

The entirely revised brand and identity was launched at a major trade exhibition in Amsterdam, on time, on budget. All marketing collateral, stationery, products, signage, communications and promotional materials were included. Soon after the brand re-launch Phillips Lighting industries acquired the Dynalite business and its brand assets and we continue to be retained supplying ongoing brand and marketing communications assistance.