Revolution Lighting | The Power to Outperform
SCOPE
How do you create a brand to support a roll-up acquisition strategy and create a new leader in the market?
BRAND
Revolution Lighting grew out of a series of strategic acquisitions of companies operating in the energy and lighting industry, including Energy Source, Tri State, Value Lighting, Relume, Seessmart, Lumificent, and Sentinel Controls. The vision was to create a premium one-stop-shop provider that enabled businesses and institutions to replace outdated and wasteful lighting technologies with LED lighting retrofit solutions. The company needed a unified brand that brought together the acquired companies, facilitated sales efforts and clearly demonstrated the value and credibility of the Revolution Lighting’s solutions in a market flooded with products and companies of questionable reliability.
POSITIONING
Implementing a lighting retrofit solution needs to account for a variety of factors including complex engineering considerations, regulatory pressures, complicated rebate structures, and workspace requirements. Revolution Lighting was positioned as an authoritative invested partner with the knowledge, products, expertise and seamless project management experience designed for the needs of building managers and buyers in operations and facilities departments – bringing them The Power to Outperform. A premium visual language was developed to clearly differentiate from the plethora of look-alike companies selling cheap and unreliable solutions. A content marketing strategy was developed to educate potential buyers and showcase the intelligence and trustworthiness of the company’s personnel.
STRATEGY
- Brand Positioning
- Brand Portfolio Evaluation
- Brand Architecture System
- Tagline
- Strategy Workshops
DESIGN
- Brand Identity
- Brand Voice
- Content Strategy
- Website
Activation
- Digital & Website Engagement
- Sales Enablement
- Exhibit Design
- Packaging
With the cutting-edge LED products that lead the industry in performance and sustainability, we created a brand that articulated both the future of lighting and the sea change of possibilities and economic performance Revolution Lighting was able to deliver to its institutional and enterprise clients.
Deeply rooted in fact-based strategy, OTTO created the brand from the ground up and articulated it across an integrated suite of materials including new website, digital tools, tradeshow booth, and sales materials.
Created with a function-first focus, OTTO created a sustainable packaging system that is graphic and immediately recognizable, while being easy to catalog, manage and order on the distribution end.
The Revolution Lighting exhibit is the crown jewel in the brand system. The flexible system is built to highlight the strengths of Revolution Lighting’s products. The exoskeleton itself is made from Revolution Lighting’s LED strips, and the exhibit tables work as a living showcase of the key features and benefits that Revolution Lighting’s solutions provide to clients.
Challenge
Revolution Lighting grew out of a series of strategic acquisitions of companies operating in the energy and lighting industry, including Energy Source, Tri State, Value Lighting, Relume, Seessmart, Lumificent, and Sentinel Controls. The vision was to create a premium one-stop-shop provider that enabled businesses and institutions to replace outdated and wasteful lighting technologies with LED lighting retrofit solutions. The company needed a unified brand that brought together the acquired companies, facilitated sales efforts and clearly demonstrated the value and credibility of Revolution Lighting’s solutions in a market flooded with products and companies of questionable reliability.
Strategy
Revolution Lighting was positioned as an invested partner providing targeted buyers of retrofit with the best product, resources and expertise in the marketplace to deploy retrofit LED lighting solutions that deliver superior energy savings, quality light and well-being. The core of the strategy was built around Revolution Lighting’s authoritative knowledge and technical expertise, which are essential to enable buyers to navigate the complex decision-making process that may integrate engineering considerations, regulatory hurdles, complicated rebate structures, and workspace requirements. The strategy had two core pillars:
#1: Be Premium
Revolution Lighting’s brand needs to be positioned as premium and high-quality to distinguish it from the plethora of Chinese companies that flood the market with unreliable products. By establishing a premium brand, Revolution can be more effective at becoming a viable alternative to Philips and GE and exploit its product superiority and knowledge to establish a competitive advantage that can drive demand further.
#2: It’s About Your People
Revolution Lighting has an opportunity to emphasize its superior expertise by showcasing one of its greatest assets: the people behind the product. This enables Revolution to shift the conversation from being product-centric to one that highlights the knowledge, expertise and responsiveness of its people. This helps Revolution further differentiate from the competition while strengthening its ability to influence the sales funnel to its own advantage.
Outcome
Revolution Lighting transformed from a collection of acquired assets to a unified brand. The knowledge and depth of the network of experts within the company was brought forward as a key differentiator in the marketplace, turning the perception of a mere collection of products into the experience of a team of experts with customized solutions to help clients achieve value through the best schema possible.
From a customer engagement perspective, we created a unified brand experience across all customer touchpoints. From the first moment you visit the site or exhibit booth, to the sales workshop, marketing materials, product sheets, digital tools, and the products themselves, the engagement is a unified premium experience.
