One Group brand, twelve businesses: uniting Fagerhult without competing

Context

Fagerhult Group is a global manufacturer of professional lighting products and solutions, with 4,000 employees across 30 markets. Its portfolio has grown through acquisition and consists of 12 brands providing solutions for urban, office, healthcare and retail environments. Grown through M&A, the Group had no brand to unite its 12 businesses and deliver growth, with an ambition to become the most innovative and sustainable professional lighting brand globally.

Reframe

The initial brief was framed as a branding and integration exercise. We reframed it as a question of architecture. Fagerhult didn't need one brand to replace twelve, it needed a group brand that could sit above them, strong enough to drive future M&A and market confidence, without competing with or diluting the identities its product companies had already built with customers.

Solution

We identified and defined a brand for the Fagerhult Group that supported all of its product companies while not competing with the individual brands. This meant creating a hybrid brand strategy, one built to complement each of the existing product brands, helping them attract new business, grow existing accounts, and building a stronger foundation for the Employer Brand.

We built out the Group's entire brand architecture, mission, vision, values and proposition, to provide focus and alignment across the business, then brought the new positioning, "We light up your world," to life across the website, brand identity guidelines, and a suite of supporting content, including sector-level guides and short-form social content.