A lighting brand
for the IoT age

Brand Development

How do you rebrand a much-loved heritage company as a 'challenger brand' that embraces new technology? In 2018 Philips Lighting reinvented itself as Signify and adopted a 'house of brands' strategy – with its new Interact brand focusing on smart connected lighting solutions built on an Internet of Things (IoT) platform.

We helped to create a universal graphic language and marcom toolkit that helped tell the Interact story, simplified complex concepts, and explained the benefits of systems designed for the smart connected world.

A unique
illustration style

A unique illustration style
Using a continuous line style, we brought scenes alive across all application areas – using simple visual storytelling to show the benefits of complex capabilities in action. We created characters and used colour to bring the focus back to the lighting.

Icons for any
business vertical

Our mission was to keep it lean and create sets of graphic and software icons that could be applied to any business vertical. Each icon is recognisable, yet non-specific, representing specific lighting capabilities in a variety of application areas.

A toolkit for global use

Having developed a style and created all key assets in it, we put together a toolkit for agencies to use globally. We then assumed the role of joint brand guardian, assisting in partner agency training and brand desk requests.