Case: LEDVANCE

Uhura redefined LEDVANCE's brand positioning and brought it to life through a global campaign built around the guiding idea “POWER THROUGH LIGHT”.

LEDVANCE is an international lighting brand that emerged from OSRAM’s lighting division in 2016. The company develops professional LED systems, luminaires and smart lighting solutions for a variety of applications.

With an expanding focus on energy efficiency, renewable energy and connected technologies, LEDVANCE is evolving from a traditional lighting supplier into a provider of integrated lighting and energy solutions.

  • Brand Design & Identity
  • Transformation Strategy
  • Branded Content Strategy
  • Experience Design
  • Creative Strategy
  • Employer Branding
  • Brand Story

Challenge

Rapid technological advances, growing competition and increasing demand for energy-efficient solutions are transforming the lighting industry.

LEDVANCE needed a brand positioning that reflected its evolution beyond traditional lighting. The challenge was to create a compelling brand identity that would resonate across international markets, guide internal teams and provide a consistent foundation for future communications.

Solution

Power through light: a new direction for a global brand

Our team began by conducting target audience and competitive analyses, as well as interviews with internal and external stakeholders. The findings were consolidated into an Insights & Opportunity Report, which highlighted key opportunities for the brand’s future direction.

Building on this, we developed various strategic and creative positioning approaches and, in collaboration with LEDVANCE, distilled them into the new brand essence: “POWER THROUGH LIGHT”. Uhura defined the brand vision, key communication themes, the mission statement, the tagline and the brand tone. Guidelines and implementation tools translated the strategy into concrete applications for product and corporate communications.

We then conceived and produced the emotional image film as the centrepiece of the international brand campaign. At its heart is the story of a passionate lighting innovator who tackles the obvious challenges relating to the environment, lighting and energy supply with smart ideas.

The production was largely carried out in Portugal and localised for the 9 global markets, with linguistic and cultural adaptations. Over 300 video assets were made available to the respective country divisions.

Since January 2024, the new positioning has been rolled out on the website, across social media channels and other digital touchpoints, forming the basis of global brand communication.

Results

  • 8 weeks

    To develop the new brand positioning

  • 300 +

    Localised video assets

  • 9

    languages

  • 37 Mio

    Video views across all platforms within 3 months

  • 262 Mio

    Impressions within 3 months
"Adaptability, creativity, and a relentless focus on client-satisfaction: this is why Uhura was the right choice for our global brand repositioning strategy, why they won the pitch for our new brand image film immediately afterwards and why I’d be happy to work with them again in the future."
Vivian Lee-Lauss Head of Global Branding and Communications at LEDVANCE

B2B Marketing Cases