Brand expression “Do more with your light” addressed the top barrier to entry for the mainstream: failure to understand there is more to lighting than turning on and off. We built a suite of assets, from brand guidelines to product videos, expressing a human benefit narrative.
We soft launched during the Black Friday news cycle and further rolled out at CES in Las Vegas. The new message resonated, igniting interest from broadcast and lifestyle media. Sales goals were exceeded as happy customers finally had the smart version of a lightbulb moment.
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