The challenge
Signalight designs and manufactures innovative aviation lighting systems. Their products perform in the world’s toughest conditions and keep airports, heliports, towers, and buildings visible, thus contributing to flight safety.
The brand was newly created under the umbrella of a 20-year-old experienced lighting manufacturer. Serving a worldwide market, this concept needed a name and a face that looks as good as the major global suppliers.
We dug deep and held a few strategy workshops to see what makes the company special and which features we need to highlight. We studied the competitors and saw how they look and communicate, then came up with a plan for the look and feel of the brand, the touchpoints we needed to improve on, and how we were going to do that.
Strategy
With a clearly defined strategy, we found a catchy name, fashioned an identity, and began implementing it into their technical documents, packaging, catalogues, brochures, and signage, because nothing supercharges brand recall like consistency.
With the foundations built, the next step was generating awareness and leads. Together with Signalight, we chose the most relevant channels and tailored the type of content needed for the brand to become interesting. Google Ads was set to auction for online searches, social media was tailored for people ready to hear about the story, values, products and events, and email was designed to cover the busier, business segment.
The website presented the most complex challenge. It needed to match the functionality and visual appeal of established competitors. This was no easy feat. The user interface (UI) had to be engaging, and the user experience (UX) seamless. Otherwise, the website wouldn’t effectively communicate the quality of Signalight’s products, despite their competitive pricing and performance.
Nothing supercharges brand recall like consistency.
Outcomes
Thorough research and strategic workshops are crucial for understanding a company’s unique value proposition and target audience, especially in a competitive global market. The Signalight project reconfirmed our belief that, through a strategic approach and careful execution that builds trust and credibility, any brand can shine in the global marketplace.
