Light that touches
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.