Lumileds was formerly known as Lumileds LED, a division of Philips based in Silicon Valley. When Philips decided to merge Lumileds LED with a European automotive lighting division to create a separate lighting business under the name of Lumileds, Liquid Agency was hired to manage the branding of the divestiture. We created a new global brand that positions Lumileds for growth and aligns two different corporate cultures under a common ambition, fueled by light. Brilliant!