As a start-up ready to establish itself in the global lighting sector, MNNM needed a fresh brand to match their aspirations. The challenge with the lighting industry is the need for a clear balance between sustainability and aesthetics, so in our work as a graphic design agency, we needed to present MNNM as a consultancy that considers it all.
To identify what MNNM stood for, we worked closely with its founder Mitesh, auditing competitors, and examining the lighting landscape. We soon learnt that lighting is not only personal, but it has a profound impact on mood.
Creating a lighting scheme could be about illuminating a beautiful feature of a building, a path to explore safely, or a mood to lift. For our team, it was about finding the solutions that reveal value.
The brand idea of ‘Light. Your Way’ was agreed upon together. And this gave us a foundation from which to create an expression of the brand.
Visual Brand Identity:
We examined different lighting technology; how it emits and casts light, and what shapes each type made. We used this idea as a conceptual foundation for the visual language – the idea that you can combine these shapes and patterns to ‘formulate’ your desired lighting mix, whatever your application. Essentially, to ‘light your way’.
The graphical light shapes work in harmony with photography as well as on their own to form a rich and flexible brand system that is easily applicable.
Verbal Brand Identity
We developed some high-level messaging and helped nailed down the value proposition to include the idea that they are a technology AND lighting company.
We used wordplay to coin phrases for their product ranges such as Visualight, conceptulight and realight (replacing the letters ‘lise’ with ‘light’). We wanted to take the brand tone in a different direction that would spark intrigue and conversation.
“It was great working with Are & Be, who are full of ideas, and understood how to dig deep and pull out the right info. From fact-finding, brainstorming and putting ideas on the table, to then honing in on what the brand image needs to be, what message it needs to give, and then the creation and execution are all made a very easy process. They proved a delight to work with and I wouldn’t hesitate to recommend them to anyone needing help from a brand design agency.”