Brand Strategy and Communication Platform

About the Client

l’art provides specialized lighting for artworks and the creative process. The portfolio describes 12 years of experience supporting 350 art gallery projects globally, including Frevo Gallery in New York and an Australian Aboriginal art gallery.

Problem

Artworks can fail to express their value when illumination obscures details, washes out colours or creates glare and light spill. Galleries, artists, architects and home users need reliable advice and lighting suited to their situations. The company needed positioning and communication that connected its specialized lighting with these needs.

Solution

The core value ‘To Give Justice to Art’ became the foundation of the brand narrative. New positioning territories connected l’art with exhibiting artworks, illuminating the creative process, planning art spaces and experiencing art at home. A communication platform and messaging guide were developed for galleries, artists, architects and designers, and home users.

Communication

• Galleries: give justice to artworks, create a better art experience, and save time and resources between exhibitions.
• Artists: illuminate the creative process and reveal the details and colours of their work.
• Architects and designers: provide a reliable partner and effective advice for planning gallery illumination.
• Home users: reveal artwork details and create a fuller art experience at home.

Results

The company developed new positioning territories and segment-specific messaging. The founder's response was: ‘I started to feel the Brand.’