Due to a turbulent time over the last decade, resulting in an insecure market, Collingwood Lighting took the initiative and formed a new brand to stem this insecurity and enable the visionaries from across the continent to take the lighting sector forward.

Collingwood recognised a clear need for a strong brand that reaches all audiences in all markets, with the ability to build a strong supply chain, push the envelope on design and sustainability, all while continuing to learn from the insights gained from its customers. This led to an acquisition strategy involving the merging of Collingwood Lighting with Indigo Lighting and Nobile Italia.

The resulting company brand: Inovara.

We were briefed to launch the Inovara brand into the global lighting market, building awareness and affinity among senior decision makers within the commercial property and landscaping worlds, as well as procurement and C-suite staff within wholesalers, housebuilders, consultants and contractors.

Collingwood, Nobile and Indigo are strong brands in their territories. Indeed, the Collingwood brand is increasingly selling globally, despite only being a ‘UK’ brand. Inovara provides a vehicle through which to tell this story to those that will be most (positively) affected by the merger and the strength of scalability and capability that brings.

Our strategy was to introduce the Inovara brand at its launch event at the Grand Hotel in Brighton. This would involve developing a significant piece of creative that would form a show-stopping video piece, event collateral, digital and print awareness campaign material, and an on-going vehicle that translated globally.

The concept took the proposition of newly formed strength to create the ‘strength in numbers’ campaign positioning line. This then set the tone for the visual element, fireflies.

The fireflies worked because they represented light, and they represented the behaviour insofar as being a collaborative, group species. The movement enabled us to script the video to follow the fireflies coming together and taking a journey from forest, to city, and back again – touching upon all aspects of application enroute.