Light+Building 2018

Light and Building

Unifying a group of six brands around one crucial topic for the world’s largest lighting fair.

The content and app are so great – how you made it happen was amazing.

Anna Sutter, Head of Brand, Zumtobel Group

Watch the brand video above with sound

Sector

Manufacturing (Lighting)

Work undertaken

Creative Strategy
Trade Stand Design
Experience Design
App Design and Build
Illustration
Animation
Visual Storytelling

Background

Light+Building is the key trade fair for the lighting industry. Zumtobel Group have always presented their lighting brands individually, with flagship brand Zumtobel always taking the lead. This year, the radical decision was made to present the group as a whole. We were invited to collaborate closely on the form and content of the stand, from strategy to execution.

Topic

The most pressing topic in lighting is the arrival of connected technology. But while competitors show how they envisage the future, our concept was to show that it’s already here: we presented four real-life case studies from four different industry segments – retail, outdoor, industry and office – showing the benefits of the new technology.

Bar area — Above the bar area we curated a rolling playlist of content from each of the brands, separated by idents playing on the ‘Lights, Connectivity, …’ theme. For example; ‘Lights, Connectivity, Amaze’ for the brand acdc.

Tour guides — At the fair, tour guides took groups through each of the ‘story stations’.

App design

For visitors to fully understand what tech solutions the Group offers, we developed an app that could tell four case studies in depth. We brought each of them to life by turning them into interactive illustrations, allowing visitors to zoom right into key scenes that demonstrated connectivity in action. The app was developed both for large touchscreen displays and iPad.

We turned complex technological detail into clear, understandable interactive presentations.

Results

After working with illustrators, animators, programmers and technicians, our team decamped to Frankfurt for the installation. As the fair opened, guided tours began interacting with each ‘story station’ and listening to the programme of keynote speakers.

It soon became clear that the more open layout was a welcome space to think and meet in the hectic atmosphere of the fair. Just as importantly, our group-wide approach succeeded in satisfying all internal parties. The interactive tool has lived on, and is now being used by sales teams across the Group.

The result

In a sector led by glossy product images and generic messaging, Zumtobel once again stands out through playfulness with imagery, typography and language. The brand has found its edge, with a brand thoroughly in line with its tone of voice – graceful, passionate, with a touch of the avant-garde. Updated communications guidelines are now being adopted by the global brand team.