Background

Permlight, founded in 1995, was a leading designer and manufacturer of light engines—high-powered, LED-based lighting systems for use in signs and light fixtures.

Issue

When they approached us in late 2007, Permlight had aggressive growth goals but was having trouble building awareness and acceptance with multiple target audiences.

Strategic Insight

Our research demonstrated that Permlight was spreading itself thin and alienating loyal customers by trying to attack two customer segments at once—sign manufacturers and light fixture designers. This insight led us to recommend splitting the company into two brands, one—Permlight for Signs—which reasserted loyalty to the sign industry, and another—an entirely new brand—specifically for light fixture designers.

Result

The new brand was positioned around the idea of “Inventive Engineering,” which speaks to the organizations ability to work creatively with clients to produce new light fixtures. From this position we developed the name Brillia, which conveys both brilliant ideas and brilliant light. Continuing work included logo design, website design, and implementation.