BrightLoop brand
Branding
Client
BrightLoop
Project
Overhaul of an industrial brand
Expertise
Branding
Trade
Power-Electronics
Target
Engineers
Market
World
Need
BrightLoop is a young, innovative technology company that is growing exponentially in a dynamic market environment. In order to meet demand, the company is looking for industrial partners enabling the planned massive expansion of production. The company’s management wanted to express its technological lead effectively in its external image and thus steer the BrightLoop brand safely through this period of change.
Approach
bb&b applies a proven brand management methodology that is specially tailored to industrial customers. The concept was also used for BrightLoop. It began with a thorough analysis of the corporate culture, including visits to production and R&D, combined with photo reportages. The value proposition and specific terminology were developed in several workshops with management and engineers. Based on these fundamental findings, we created the brand platform and designed the new corporate identity. The brand essence was summarised by five attributes: Powerful, Bright, Modular, Interconnected, Dynamic.
Implementation
The distinctive brand platform was translated into a new visual identity that powerfully expresses continuity as well as innovation. A proprietary image bank was created by means of photo reportages at the production sites. We subsequently relaunched BrightLoops’s website, paying particular attention to the precise writing of the specific technologic content. This ensured that the website could be quickly and efficiently referenced in an international setting.
Results
The new brand identity was enthusiastically accepted by all stakeholders inside and outside the company.
