Light that touches

Business

Light shapes people’s living space, indoors and outdoors, day and night. In 2011, the luminaire manufacturer Selux recognised that it had to transform itself into a strong lighting brand in a highly competitive market and in the midst of the technological change in favour of LEDs. In two phases, Stan Hema redeveloped Selux’s identity, implemented an authentic corporate culture and positioned the brand as THE manufacturer of sustainable outdoor lighting in 2019.

Founded in 1948 as Semperlux, Selux GmbH is a manufacturer of lighting systems based in Berlin with locations in Europe, North America and Australia. In 2011, Stan Hema developed a holistic brand model for Selux, including positioning, a brand promise and a new product system. Since initiating a cultural change in the company – from an engineering-based way of thinking to a target-group perspective – Selux has developed into a benchmark design brand.

Since moving the focus to outdoor lighting solutions in 2019, sustainability has played a special role in the Selux strategy. Today, the responsible use of nature and resources is at the heart of the development and communication of outdoor luminaires, including consideration of the protection of wild animals and insects.

In cooperation with our friends from CDLX (web development) and Gonzalez Haase (brand visualisation), we rebuilt the brand platform and adapted it to the new values. Today, Selux no longer communicates about products, but about topics. The in-house magazine Lux has replaced the printed catalogues, the content of which has found a new home online. Instead of at industrial trade fairs, the manufacturer is increasingly presenting its innovations at its own Day of Light summit.

‘When a brand is as distinctive, clear and innovative as Selux, it also has the flexibility to assert itself in a difficult brand environment. Because a strong brand provides security,’ emphasises Andreas Weber, brand consultant and managing director at Stan Hema.