SELC
Background
SELC use state-of-the-art technology to provide street lighting products all over the world. They invest significant resources into developing innovative, high-quality and energy efficient products.
Since its founding in 1982, SELC has helped redefine the meaning of street lighting. From pioneering the global expansion of SMART dimmable electronic ballasts to creating long-life photocells, SELC has continually broken new ground in the provision of world-class street lighting products.
The Challenge
SELC wanted to create a new Brand Identity that will help them stand out from their competitors reflecting an innovative and forward thinking company which produces reliable, cost effective and energy efficeint products.
This brand identity was applied to a wide range of sales and marketing materials including a website, exhibition materials, advertising, brochures and signage.
Our Approach
This project started off with an in-depth look at SELC's current place within the market as well as researching their competitors worldwide. From this compiled information we started by pin pointing a unique selling proposition to set SELC apart.
Our conclusions were that we needed to highlight SELC as a forward-thinking and innovative company who is at the cutting edge of new technologies and a market leader in the industry. We also felt it was important to highlight their high quality, long-life products with emphasis on their reliability and energy efficiency.
Once we had established these new brand values we brainstormed new taglines for their company. The resulting tagline is 'Power Behind Light' which reflects their product range as well as making a strong statement about the strength and reliability of the company.
In support of this the initials SELC make up the descriptor 'Smart Efficient Light Control' and this always appears alongside the logo to reinforce the brand.
The SELC logo is based around the concept of the sun and energy. Arrows, which denote innovation & forward thinking, come together, interlock & overlap to form the symbol. This identity represents natural power, warmth and dispelling of darkness. The typography and tagline sit alongside the symbol, solid and legible. The colours are warm and professional, while also differentiating SELC from their competitors.
On completion of the branding phase, we then started on the rollout of the branded marketing materials and the website. Making strong use of their new brand elements we created a fresh and modern design for their stationery, product catalogues, exhibition materials, advertising, email marketing and both internal and external signage for their offices.
For their marketing materials we organised two separate photoshoots to capture both their office environment as well as their factory in Belmullet. The aim of these photoshoots was to show their staff at work, creating a friendly yet professional look and feel for the company.
The result is an identity which clearly sets SELC apart from their competitors reflecting state-of-the-art technology as well as the strength and reliability of the company.
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