Project Title:
iGuzzini is the World’s leading manufacturer of high-end architectural lighting systems. Their products provide illumination for premier offices, airports, hotels, museums, retail stores and outdoor spaces around the world.

Their brand positioning and approach to communications is similar to that of a luxury consumer product and has a particular focus on the benefit of good light, the need of “lighting culture” and expressing the concept central to their brand’s tagline - “Better Light for a Better Life.”

While it was clear there was a need for their products in the Chinese market, they did not know how their unique positioning would translate for local customers. iGuzzini chose PG to devise a strategy to adapt their brand for China.
Our approach began with a rapid series of interviews with architects, lighting designers, property developers and government officials to gain insight into the fit between this target audience and iGuzzini’s core message. These provided the basis for our recommendations and briefing for the brand translation process.

We recommended the strategy of keeping iGuzzini as the primary branding element to reinforce the company’s premium and international heritage. This was further strengthened with a Chinese tagline, and select usage of their phonetic Chinese name, 伊古奇尼,as a pronunciation guide in written communications.

With a strategy set, our focus shifted to creating Chinese brand identity elements. Starting with the tagline, we produced options which were tested with the target audience. This best result - 好照明 好生活 - was incorporated into their visual identity.
iGuzzini now have a strong base identity, with which to conduct their business in China, and bring other elements of their unique approach in communications to China.

Working together with their international design agency, we adapted their award-winning magazine on lighting culture - Incontroluce - to Chinese language. This included creating a Chinese name, adjusting the magazine’s identity and layout to account for formatting differences in Chinese characters, and setting standards for Chinese language copy writing.

As a result of these efforts, iGuzzini has seen a significant increase in both awareness of their brand and understanding of its positioning around lighting culture. Most importantly，this has translated into winning new business in the hotly contested construction and property development markets.