Lighthouse
Strategic Rebrand for Smart Home Innovation
Sector
Smart Home Automation & Technology Integration
Challenge
Position Lighthouse as the premium choice for luxury smart home solutions while addressing client concerns about technology complexity and supplier reliability.
Approach
I conducted comprehensive brand analysis, competitive research, and strategic positioning before developing a complete visual identity system that embodies the brand’s core promise: putting clients at the centre of everything they do.
Key Outcomes
- Developed brand positioning: “Human-centric luxury with a fusion of science and flair”
- Created a distinctive visual identity with intelligent lighthouse symbolism
- Established clear differentiation from tech-focused competitors
- Delivered comprehensive brand guidelines, ensuring consistent implementation
Overview
Lighthouse, a UK-based smart home automation company, needed to differentiate itself in a crowded market while building trust with high-net-worth homeowners, architects, and interior designers. Despite offering cutting-edge technology integration, the brand lacked clear positioning and struggled to communicate its unique value proposition of human-centric design combined with technical expertise.
