LEDway Streetlights

LEDWay Streetlights

Ruud Lighting has requested us to help them launch a new brand of LED streetlights called LEDway™. Since streetlights are viewed as a commodity, LEDway™ would like to be clearly positioned and differentiated from their competitors.

Evolution Point has taken on this challenge by doing a competitive analysis of the market, create brand positioning for the product, and provided strong strategic marketing tactics recommendations for the product launch.

One of our first recommendations is to re-brand LEDway™ as LEDway Streetlights™ to clearly define LEDway™’s competitive space. In the following slides, we will show the outcome of our analysis — our recommended two-phase national brand launch.

LEDway Streetlights™ Brand Launch: PHASE 1

LEDway Streetlights™ Brand Launch: PHASE 1

What to communicate:

 

LEDway™ Streetlights are superior LED Streetlights that 'Make America Shine' by:

  • Saving your town money
  • Beautifying your town
  • Making your community safer
  • Reducing your carbon footprint

 

 

LEDway Streetlights™ Brand Launch: PHASE 1

LEDway Streetlights™ Brand Launch: PHASE 1

What to communicate:

LEDway™ Streetlights are superior LED Streetlights that ‘Make America Shine’ by:

  • Saving your town money
  • Beautifying your town
  • Making your community safer
  • Reducing your carbon footprint

 

 

LEDway Streetlights™ Brand Launch: PHASE 1

LEDway Streetlights™ Brand Launch: PHASE 1

How to communicate:

  • Use shiny, high quality photo of product
  • Develop meaningful, stylized logo, tag treatment & color palette
  • Express premium quality first and American pride second
  • Use high-contrast, strong, meaningful photography showcasing the product ‘in action’ - literally Making America Shine

 

 

LEDway Streetlights™ Brand Launch: PHASE 1

LEDway Streetlights™ Brand Launch: PHASE 1

How to communicate:

  • Use shiny, high quality photo of product
  • Develop meaningful, stylized logo, tag treatment & color palette
  • Express premium quality first and American pride second
  • Use high-contrast, strong, meaningful photography showcasing the product ‘in action’ - literally Making America Shine

 

 

LEDway Streetlights™ Brand Launch: PHASE 1

LEDway Streetlights™ Brand Launch: PHASE 1

Introduce Product, Tagline & 4 Brand Pillars

Creative Recommendation:

  • Umbrella campaign introducing brand & 4 brand pillars together (ads, website, outdoor, etc.)
  • A series of communications focusing on one pillar each (ads, website, outdoor, etc.)
  • A product brochure
  • Kiosk / tradebooth / event handouts

 

 

LEDway Streetlights™ Brand Launch: PHASE 2

LEDway Streetlights™ Brand Launch: PHASE 2

Introduce Best Light™ Campaign & Case Studies

What to communicate:

  • LEDway™ Streetlights have a proven history of transforming America with a superior quality light.

 

 

LEDway Streetlights™ Brand Launch: PHASE 2

LEDway Streetlights™ Brand Launch: PHASE 2

Introduce Best Light™ Campaign & Case Studies

How to communicate:

  • Showcase American towns that have been transformed by LEDway
  • Express American ‘road trip’ theme first and premium quality of light second
  • Use high quality, softer photography of the product in an environment with the citizens of that city, town, or community enjoying the light
  • List the facts: specific cost savings, reduced carbon footprint, show a more beautiful town, reduced crime rate

 

 

LEDway Streetlights™ Brand Launch: PHASE 2

LEDway Streetlights™ Brand Launch: PHASE 2

Introduce Best Light™ Campaign & Case Studies

Creative Recommendation:

  • A series of communications focusing on one community / case study each (ads, website, outdoor, etc.)
  • A ‘case study’ booklet, maybe like an Atlas, showcasing select towns that have been transformed by LEDway.
  • Integrate case studies into kiosk / tradebooth / event materials

 

 

LEDway Streetlights™ Brand Launch: PHASE 2

LEDway Streetlights™ Brand Launch: PHASE 2

Introduce Best Light™ Campaign & Case Studies

Creative Recommendation:

  • A series of communications focusing on one community / case study each (ads, website, outdoor, etc.)
  • A ‘case study’ booklet, maybe like an Atlas, showcasing select towns that have been transformed by LEDway.
  • Integrate case studies into kiosk / tradebooth / event materials

 

 

LEDway Streetlights™ Brand Launch

LEDway Streetlights™ Brand Launch

Various logos and identity system concepts

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