Sengled, a smart lighting manufacturer, was gearing up for a year of massive goals and knew they had to evolve their brand to establish relevance and create an emotional connection with a new target audience – moving from mostly early adopters to mainstream.
Role: Art Director & Brand Strategist
Agency: Hotwire
Year: 2019
We began our work with Sengled by conducting an in-depth audience and market perception study to better understand consumers behaviors and desires as it related to the smart home and smart lighting ecosystems. Using these insights, we developed a new brand expression, “Do more with your light.” This directly addressed the mainstream audience’s top barrier to entry: lack of understanding of how else lighting could benefit everyday life beyond turning on and off. With this lens in mind, we built a suite of assets – from brand guidelines to brand and product videos – to help Sengled transition from a traditionally technical narrative to a more human-benefit driven one.