Bilumen Brand Vision & Positioning

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2

Lighting Market Competitive Analisys

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Market Leaders

4

Market Leaders’ Icon

5

Referral Market bourgeois

architectural

modern

minimal

fancy

dec-tech

trendy

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Referral Market bourgeois

architectural

modern

minimal

fancy

dec-tech

trendy

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Bilumen Re-Positioning

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bourgeois

architectural

modern

minimal

fancy

dec-tech

trendy

Positioning 1/5

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bourgeois

architectural

modern

minimal

fancy

dec-tech

trendy

Positioning 2/5

fashion

heritage

essential

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emotion

rationality

simple complex

Positioning 3/5

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Target Audience

Positioning 4/5

Target Need Frame of Reference Points of Difference Reason to Believe

1 2 3 4 5

• 30 - 50 anni• Classe sociale medio alta• Istruzione superiore• Professionisti• Giovani coppie con figli• Casa di proprietà• ....

• Arredare la casa con pezzi di design raffinati per manifestare il proprio status.• Acquistare prodotti belli e funzionali, durevoli ed energy saving????• ....

• La tradizione e la storia di un marchio che esiste da quasi 100 anni.• L’orgoglio di aver prodotto pezzi firmati da importanti designers.• Essere stato uno dei protagonisti (in passato) nel lighting design.

• Possedere un’immagine sobria ed elegante specchio del made in Italy.• Aver lavorato spesso con forme pure ed essenziali.• ....

• La storia e la tradizione si rinnovano attraverso la ricerca per la progettazione di prodotti che propongano soluzioni tecnologiche all’avanguardia. • ....

?

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VISIBILITY PERSONALITY PROMISE

Positioning 5/5

HeritageTradition

Know-howMade in Italy

Milano

Design TechnologyResearchInnovationEfficiency?

Brand Perception(notorietà della marca)

Brand Equity(patrimonio della marca)

Brand Essence(promessa della marca)

PRINT

WEB

EVENTS

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CollateralsProduct brochureAdvertisingPress realeases

WebsiteBlogs

Downloadable infoDigital PR

Trade showsSpecial events

Seminars

Positioning Communication Channels

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Bilumen Brand Resurrection

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Icon Evolution

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Bilumen Icons?

Borgogna (1937) Buk (Rodolfo Bonetto 1968)Modus (Studio ErreBi)

bourgeois modern

Orione Astri (Marco Zotta)

dec-tech

Baloon (Yves Christin 1975)Meteore

fancy

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1913 1965

Bianchi Illuminazione Bilumen1980 1990 20001970

Bilumen product’s timeline 1/2

bourgeois modern minimal dec-tech

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Bilumen product’s timeline 2/2

bourgeois modern minimal dec-tech

Artemide Nesso - 1967

Brionvega Algol - 1964

Flos Tarassacum - 1988 Flos 2097 - 1958

Artemide Tizio - 1973 Alessi Lilliput - 1993

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VALUESICONS

Product Range Brand Image

Brand Resurrection

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Bilumen Brand Redesign

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Logo inspiration

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Logo inspiration (art)

Alberto Biasi Victor Vasarely Bridget Riley

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Logo inspiration (branding)

Lance Wyman Franco Grignani

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Logo inspiration (brand design)

Victor Vasarely1972

Francesco SarogliaFranco Grignani

1964

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Logo evolution

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Op Art Light effect

Figure-ground

Logo concepts

Rhythm

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Logo redesign (improving on light effect and making more clear in reduced dimensions)

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Logo redesign

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Logo redesign (improving on rhythm)

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Logo redesign (improving on light effect)

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Logo redesign (adding colours)

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©Imille 2010

www.imille.it

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