How Uhura supports lighting manufacturer LEDVANCE in repositioning its brand

Many industries are currently undergoing a rapid transformation process. The lighting and electrical industry is also facing far-reaching changes.

LEDVANCE, which emerged in 2016 as a spin-off from lighting pioneer OSRAM, is one of the leading companies in the lighting industry and is currently also expanding into the renewable energy sector. Time to make these changes visible in brand positioning and architecture as well.

Uhura advised LEDVANCE on the repositioning of the brand and created a new brand image in spring 2023, defined the mission statement, communication territories, a key “tone of voice” and the tagline “POWER TROUGH LIGHT”.

To help LEDVANCE redefine its brand, Uhura went through a multi-stage consulting process with the customer:

1. ‍Insight & Opportunities:
   Through an analysis of the inventory situation, the available materials and requirements and, above all, through a structured survey of internal stakeholders, such as product and sales managers, management or even HR management, initial opportunities and trends became apparent. In in-depth workshops, initial strategy routes were summarized and, together with the customer teams, collected in an “Insight and Opportunity Report” for further refinement.
2. ‍Strategy Development:
   Based on the findings, initial positioning areas and initial core ideas for brand positioning and key distinguishing features could then be formulated. These were further reviewed and refined in positioning workshops together with LEDVANCE. Through exercises on brand personality, tonality, visual language and communication topics, further definitions of the brand could be quickly drawn up.
3. ‍Finalization and guidelines:
   Finally, the strategies and communication topics were validated internally and externally. On this basis, the strategy was finally summarized in brand guidelines and explanatory materials for implementation were distributed worldwide.

So far so good. But how should the new positioning of a company that is active in over 10 international markets be communicated?

With LEDVANCE and together with his international network partners, Uhura creates an image video that emotionally visualizes the brand story and makes it possible to experience it. The focus is on the story of a lighting innovator who solves obvious challenges relating to the environment and the provision of light and energy. The video production was implemented by Uhura in Portugal and localized and culturally adapted for the respective over 9 language markets. A total of 303 video documents were made available for the respective country branches.

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Outcome

The new brand image is the basis for all future image and product communication and has been rolled out on social media, websites and other digital channels since January 2024 and is an essential part of corporate communication for B2B and B2C markets and applications.

The experience in organizing and advising for a campaign to be rolled out globally was also a great challenge for the Uhura team, which inspired us in many areas and when working for other customers.

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