When lighting gets tough

How a white-label lighting producer became an impactful brand with dramatic imagery and a tough new visual palette.

Background

Reiss have been making lighting for 90 years. They specialise in lighting extreme environments of all kinds – from oil rigs and arctic vessels to steel plants and pollution-heavy road tunnels. Anywhere you really don’t want the lights to fail.

Project

Historically a white-label producer, Reiss turned to GW+Co to help them fulfil their ambitious plans for growth via a new customer-facing brand.

brand idea

When lighting gets tough

Process

This idea was brought to life by building an illuminated model of the new logo and subjecting it to elemental forces – balls of fire, waves of water, explosions, freezing ice, corrosive smoke and heavy impact.

The film

The resulting brand film, shot on high-speed cameras over two days, demonstates the products’ resilience. The complex process resulted in a second ‘making-of’ film. The material is being used for webinars, presentations and social media marketing.

Results

In a sector with little personality, the new brand has launched with big impact. Demonstrating toughness through the logo itself has proved powerful, and the new look is being extended into product catalogues, marketing and a new website.

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reiss-lighting.com

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