Case Study: illumivision Corporate Identity, Website, and Digital Marketing
illumivision designs and manufactures high-powered LED fixtures for use in architectural lighting and commercial applications. These are no ordinary lights—these are objects of transformation that turn beautiful buildings into unmistakable icons. In spite of how powerful these tools are, illumivision’s marketing failed to deliver this message.
This was most evident in their site at the time, which often left visitors confused as to illumivision’s role in the creation of lighting solutions. Additionally, the site lacked a distinctive brand personality and wasn’t being effectively utilized as a tool to share and disseminate product information.
As we worked with illumivision, it became increasingly clear that their success was in spite of their existing materials. We were convinced that by really concentrating on showcasing the effects of their products, we could significantly affect their company’s bottom line.
We started by adjusting illumivision’s messaging to identify the advantages of their products and highlight the value they bring to spaces that require lighting and accents. This wasn’t particularly hard to accomplish—they already had an impressive image bank that just needed to be utilized more fully.
A stripped down set of design treatments started to reveal itself as we worked through the varying implementations of the brand. Big, bold type, with succinct (and sometimes cheeky) copy was set against luminous photographs. This combination of definitive text and visually arresting images packed a real punch. More importantly, this helped convey our core messages and capture the viewer’s attention. After this we were able to provide examples of their product line and discuss key benefits.
While most of their competitors focus largely on product features, we worked with illumivision to concentrate more on the effect and beauty made available through well implemented light. Part of this is achieved by employing a few varying illumination motifs: some are cloudy, atmospheric, washes of color; others play with dotted patterns that work beautifully in printed applications—captivating viewers and tempting them to learn more.
Aesthetics aside, functionality remains a key consideration in the digital delivery of the illumivision brand. Comprehensive product pages and an education section add utility to their website and capture many of the most commonly asked questions. Meanwhile, an intuitive backend system allows their administrators to manage project showcases, their worldwide product representatives database, and a nested support section.
We helped craft the illumivision brand in a somewhat backwards fashion. They first asked us to help with a standalone website. This marketing vehicle was so effective that within 6 months their international sales had more than doubled. At that point, we had earned their trust, and were able to push forward on a number of other levels: crafting a cohesive corporate identity system, rethinking their sales collateral, and ultimately becoming their agency of record: directing ongoing marketing strategy, digital media implementation, and online advertising.
We hold up our relationship with illumivision as one of our most successful ones. We continue to maintain a very grounded dialogue, and this allows us to do a lot together, quickly and efficiently. They’re open to experimenting with novel approaches to engaging with their customers, and we actively iterate as we learn the results of these efforts. As a result, their sales staff seem to really feel empowered by the tools we’ve outfitted them with.
The tone of illumivision’s materials sets the company far ahead of their competitors. They make a strong impression while presenting clear examples of how their lights enhance spaces and structures.
“Since launching our new website, we have seen as much as a 225% increase in international inquiries and sales year to date ... it has expanded our reach exponentially. ”
—Monica Allen, President
illumivision