An exemplary brand.
- Brand Architecture
- Brand Strategy
- Product Strategy
- Visual Identity
The light business is in a state of upheaval as new technologies, a shift in values, and increasing consolidation impact the market. To confidently navigate this environment, Selux, a family company and international supplier of sustainable indoor and outdoor lighting solutions, launched a wide-reaching project to design its own future by focusing on its brand. We developed a specific brand model for Selux, and defined its position, promise, and drivers. The guiding idea, Sophisticated Light, forms the basis for its communication strategy and the brand’s global look and feel. The focus is on minimalism, clarity, and usability, making Selux today an exemplary brand.
The catalogs have a lookbook character, providing an emotive entry into the world of Selux products.
A new trade fair booth was developed in collaboration with Gonzalez Haase AAS. The pavilion character, the use of straightforward materials, and the elimination of showy elements turn it into a space for visitors to encounter others and the brand.
Online media play a key role in the communication mix when it comes to product details and specifications. This is where architects and planners intuitively find all the technical information and planning tools they need. The website was developed by Codeluxe in collaboration with Stan Hema.