Case Studies
Brilliant for both home and commercial applications, Luma Vue LED backlit frames needed a brand and identity, marketing strategy, and marketing media as bright as their products. The frames were a new application of LED technology to backlight posters, photos, and artwork printed on a special translucent paper. While incandescent and fluorescent backlit panels had been in use in commercial and public settings for years, Luma Vue LED frames were longer lasting, less expensive, produced less heat, and used much less energy. The products were new to the home and most commercial markets, so consumer education would be very important.
LiveLight! began working with Luma Vue as the product line was being developed to define them in terms important to the consumer. Since the products would work well in institutions, retail environments, trade shows, and even homes, we developed a marketing plan to connect with a number of audiences with a variety of needs. The result was a brand name, Luma Vue, and logo that were quickly understood product descriptors. The creative direction would emphasize the show-stopping impact of the viewer’s experience instead of relying on examples of artwork in frames.
Next came the Website, with the big responsibilities of branding and awareness, product information, and printing and fulfillment. We created www.Luma Vue.com to be readily noticed by search engines, provide deep product information and comparisons with competing products, and full ecommerce functionality to serve as the source for printing and fulfillment of the customers’ artwork. Since showing is sometimes better than telling, we made a Flash movie of how the frames work and how they can be used. The movie has been put to work on the Website, at trade shows, and in sales presentations.
Ultimately, you have to get noticed on the store shelves to make the sale. We translated the power of the viewer’s experience into visuals that stop people in the aisles. Showing rather than telling, our package design quickly communicates what Luma Vue means for the consumer, and let’s the power of the product make the sale.
