When Phillips decided to divest its two lighting divisions (Silicon Valley-based Lumileds LED components and European-based automotive lighting) to create a single lighting business under the Lumileds name, they knew they needed an expeditious strategic partner. The challenge? Engage in a brand strategy effort to articulate a unified platform that represents both companies…before the March 2015 announcement. In true Silicon Valley Thinking™ form, Liquid collaborated with key client stakeholders globally (U.S., Europe and Asia) to create an aspiration—We Create Light—that would act as a lightning rod for the newly formed organization. This simple, yet profound message allowed Liquid to quickly design a new brand identity and visual language expressed across the business system, website, advertising and employee campaign—all with plenty of time to spare before the March 2015 launch.
Moral of the story… if you need to build your brand fast, come work with the pros who learned how to sprint in Silicon Valley.