Graphic

MOUNT DELUXE 2 Lightplan - See the Light

Finalist
Small Brand Identity 2021 Credits
  • Creative Directors
    Sarah Delany, Nik Payne
  • Contributor
    Chris Howden
  • Client
    Lightplan
Description:

Brilliant lighting doesn’t just happen. It takes complete understanding of interior design,
spatial design, electrical engineering and ergonomics.

Lightplan provides just that. A family-owned business, Lightplan has the technical brilliance to map out a lighting fit-out, and the designer product offerings to make those plans a reality, providing cut-through in their industry. They came to us in urgent need of a catalogue, but we saw a bigger call to action. There was ample room for Lightplan to “up their game” – to accurately communicate their positioning on both their service and products to their target market, and to break through to the next level of business operation. Lightplan partnered with us to provide a complete branding solution.

In appealing to their market (predominantly architects and interior designers), Lightplan’s new identity needed to be expressed not only through content, but through feeling; every touch-point is an opportunity for a conversation, and this attention to detail is a trait that their clients seek.

After initial research and crafting a solid brand story, we hinged the new Lightplan identity around the unique simplicity in what can, and can’t, be seen. If light brings clarity, then a good light is all we need. The 'tittle' from
the lowercase ‘i’ is all that’s required to read that character – which becomes our light. This uncomplicated but eloquent notion flows from the Lightplan logo through to the brand’s personality and graphic elements.

From there, we ensured the brand would shine through clean, minimal product photography, quality printed collateral and refreshed signage for their Auckland and Wellington showrooms. Printed materials feature uncoated stocks and intriguing diecuts to further communicate those ideas of excellence and discovery, inspired by Lightplan's linear profiles and pendants. Working together, the Lightplan brand is now aligned in being contemporary, confident and understated, aiding in the company’s mission of cutting
through their industry’s competitive landscape, and making their own recognisable mark in Aotearoa.

All in all, Lightplan has evolved into a brand with it’s own unmistakable voice, executed harmoniously across multiple formats. Now, architects and interior designers are beginning to see the light – this market is more encouraged to notice and engage with Lightplan’s offerings than ever before.