We set out to transform Smart Light’s brand. At Birne, we start with research, using mystery shopping, customer interviews, and data analysis to uncover key challenges.
Smart Light now has a vibrant new identity, replacing its black-and-white look with dynamic colours that reflect the essence of light. While some original elements were kept, the shift to colour in motion became central.
Our research showed that B2B clients, not e-commerce, were key. So, we introduced a catalog experience, allowing customers to create mood boards instead of buying directly. We also launched a design-focused magazine, both online and in print.
Brand searches increased by 85%, organic traffic by 135%, and readership reached 150,000 views, marking strong growth.
