A couple sitting on the sofa watching the TV is a purple lit room

The importance
of brand story

BRAND IGNITION

Initially tasked to create an ownable photographic style and a set of guidelines for others to follow, we first needed to examine the core of the Philips Hue brand – the story. Working in collaboration with the internal team we revitalised the brand story, which we then used to form Hue's new photographic style.

Re-defining the core pillars

Working in collaboration with the internal team we revitalised the brand story and tone of voice, as well as the photographic language. This resulted in a new playbook which will simplify future branding challenges that agencies and in-house designers may face.

Mother and child using a tablet in a warmly lit room

Capturing real moments

Philips Hue improves your experience of work, rest and play at home. To get this idea across through photography, we emphasised using average people over models and photographing genuine moments instead of posed ones.

A new look and feel

How do people use their Philips Hue lights? We defined the aesthetic and tone of the four Hue value propositions, creating 4 ‘levels’ within each, to target different instances in the customer journey.

Tracking the customer journey

We developed a system to define imagery choices for each level of the customer journey, from the human-centric inspirational images to the product-level photographs that feature at point of purchase.