THE PERFECT MIX OF POWER & DURABILITY
Animation / Branding / Graphic Design / Packaging / Industrial Design / Engineering / Production
We’ve all been there. Working on a project in a dimly lit garage or making minor home repairs in tight spaces. Poor lighting and the inability to see your work can make these jobs impossible to complete, and at times, simply dangerous. Proper lighting makes all work tasks safer and easier. Appropriate lighting, without glare or shadows, can reduce eye fatigue and headaches. It can also prevent workplace accidents by increasing the visibility of moving machinery and other safety hazards.
Sounds pretty straightforward, right? However, many types of industrial lighting solutions in automotive dealerships and repair facilities have primarily focused on ceiling-mounted applications, without considering many of the regular tasks that are performed with the car overhead. Professional mechanics face this challenge every day, often making the best of what is available, and sacrificing their personal safety and efficiency.
DCI Lighting saw this opportunity and asked the question, “What if lighting could be reinvented from the ground – up?”
We always stress the importance of leveraging key design elements to communicate a brand’s story. With some forethought, this can be done without adding significant cost to the product. Graphic identity, badging, packaging, and IFUs convey quality, value, and connect with a consumer on an emotional level.
While engineering testing was underway, our brand team was able to look at the overall visual identity and suggest ways to improve strategic messaging. We developed a brand hierarchy, logos, badging, packaging, and marketing collateral that aligned with the product’s value proposition.
As we moved closer to product launch, digital material, website, e-commerce, and social media became key deliverables, centered around the positioning statement “Lighting Reinvented from the Ground Up.” The product was officially unveiled at the 2018 SEMA Show in Las Vegas, with a custom trade-show booth designed to immerse visitors in the context and environment of a professional garage, featuring a full-size display of the undercarriage of an automobile. Looping videos with early end-customer research further enhanced the Helios story.