Screen
your
Dreams
In November 2022, the EMEA marketing team of INFiLED, a leading global LED manufacturer, joined forces with creative agency ARCA and Riki Hugas to to overhaul its brand positioning. Overseeing all marketing & design assets of INFiLED EMEA, I was deeply involved in the creative process and execution of this project.
The Idea
After market reserach, we saw that many of INFiLED's competitors focused their marketing on the technical aspects of their products.
We decided to go a different path, create a unique and impactful brand message and shifts focus from the technical specifications of its products to the emotional experience of LED displays.
The concept
The new brand positioning highlights the emotional benefits of using LED displays, emphasizing the impact they can have on people's lives. By choosing to focus on the experience of LED displays, INFiLED is signaling a shift away from a purely technical or product-based focus, and instead embracing a more human-centric approach that speaks to customers' needs and aspirations.
The new slogan "Screen your dreams" captures this shift in focus perfectly. It communicates the idea that INFiLED's LED displays are not just a tool for displaying content, but a means of bringing people's dreams and visions to life. By using the word "screen" as a verb, the slogan also emphasizes that anything is possible with INFiLED's products. This positioning aligns with the company's mission to enable creativity and self-expression through LED displays.
"INFiLED is tapping into a desire that many people have to express themselves, tell their stories, and bring their ideas to life."
Visuals
For the visual aspect, we choose to incorporate a unique visual element into the brand positioning: a simple white frame.
The white frame is emphasizing the importance of the experience over the product itself. It highlights the emotional impact of LED displays by showcasing real-life experiences and moments that are made possible through INFiLED's products.
The use of the white frame also stands for the simplicity and versatility of INFiLED's LED displays, as they can be used to create a wide range of experiences and serve a variety of needs.
Creation
With the new brand strategy in place, we worked on the rollout of the brand positioning, which was unveiled at the Integrated Systems Europe 2023 exhibition in Barcelona - the premier event of the year. It was my role to oversee and organize the different creative elements.
This included:
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Over 30 paid press collaboration assets to spread the message
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57 coverage articles by unpaid media
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A launch of the new brand positioning on the ISE booth
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A landing page promoting the new brand positioning & ISE: www.infiled-emea.com
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Organization of Showroom events, with over 80 customers per night
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Immersive screen content that showcased the new brand strategy
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A worldwide press release to announce the new brand direction
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Implementation of the new visual identity in all marketing assets, including creation of 20 new brochures
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A complete branding package that included web banners, email banners, and business cards
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New merchandise, such as pens, coffee cups, and giveaways, to support the new brand.
