The Client
LSI
LSI, an industry-leading outdoor lighting manufacturer, approached AMBI with a proposition to not only collaborate on the development of their largest outdoor lighting product family launch to date, but to support the development of the fixtures as well.
The Problem
The Next Generation of Outdoor Lighting
LSI has been a leader in lighting outdoor spaces since its beginnings, specializing in Refueling and Convenience Store environments to create attractive, safe, and efficient lighting for customers and employees. Over the past 30 years, LSI has drastically expanded its outdoor lighting services to a wide range of markets and environments, each requiring detailed nuances to provide valuable lighting solutions to end users.
In this era of vast outdoor lighting expertise, LSI sought an equally experienced marketing partner to help develop and launch its newest outdoor lighting product line. As part of the next generation of LSI’s outdoor lighting legacy and the largest product launch the company has planned to date, LSI turned to AMBI to execute critical product development and launch services.
In this era of vast outdoor lighting expertise, LSI sought an equally experienced marketing partner to help develop and launch its newest outdoor lighting product line. As part of the next generation of LSI’s outdoor lighting legacy and the largest product launch the company has planned to date, LSI turned to AMBI to execute critical product development and launch services.
The Task
Imagining a New Product Family
In a crowded product segment like outdoor lighting, LSI recognized the need for their newest product line to stand out from the competition. With their engineering team spearheading the new product line’s technical capabilities, it was up to AMBI to conceptualize a strong and recognizable visual identity for the line of fixtures, including multiple sizes of Area Lights and various other fixture types. Balancing artistry with engineering, AMBI and LSI prepared to imagine and breathe life into the V-LOCITY product family.
The Deliverables
Concepting & Industrial Design
AMBI’s impact on V-LOCITY was present from the start. Visual ideation of each fixture was performed, including the implementation of product design motifs and aesthetics forming the story and vision for V-LOCITY. From this core direction, AMBI assisted with imagining and visualizing the bigger picture of the entire V-LOCITY product family, firstly creating sketches, and then functional drawings of each fixture type—all while collaborating with LSI’s Engineering and Product Teams to work within engineering and manufacturing restrictions.
Product Launch Strategy
After determining a successful campaign manifesto, messaging pillars, and creative direction, AMBI curated a list of high-impact pre-launch and launch deliverables to introduce the V-LOCITY Area Light—the first fixture of the product family. Highlighting the fixture’s powerful optics, flexible modularity, and ultimate efficiency was key, all while simultaneously creating high-quality visuals related to each application space V-LOCITY was designed to illuminate.
Renders
AMBI’s specialized digital visualization skills enabled the creation of stunning 3D environments, product highlights, and dramatic video scenes. Used throughout all of the campaign deliverables, this wide library of resources provided audience members with powerfully accurate representations of the product’s capabilities and applications to encourage inquiries and sales.
Video
AMBI planned and produced multiple long and short-form video assets to be used across a range of customer channels and events. A short teaser video for V-LOCITY was created to excite lighting industry stakeholders and provide a glimpse of the fixture family without revealing core details of the first product to be launched. A long-form launch video was created to formally introduce the V-LOCITY Area Light to LSI’s audience, serving as the campaign catalyst and an engaging first touchpoint pulling users into the content journey.
Digital Assets
In a culmination of the V-LOCITY branding, creative direction, and core messaging, a wide range of digital deliverables crafted the campaign’s content journey. A pre-launch lead capture landing page, social media content, and emails were carefully designed to weave the story of V-LOCITY through key marketing channels and engage audience members—all with the ultimate goals of building product awareness and generating leads.
Sales brochure
Enabling LSI sales representatives to confidently showcase the features and benefits of V-LOCITY was equally as important. AMBI designed a comprehensive sales brochure for LSI’s internal stakeholders, equipping them with a resource to highlight the strengths of the fixture within the campaign’s theme and messaging.
Launch Activation
Lastly, AMBI planned and led a large-scale product launch giveaway to further engage core audience members beyond digital methods. This two-part physical item giveaway embodied LSI’s company values, driving recipients to key content touchpoints while simultaneously gifting high-quality branded keepsakes for target audiences to remember for years to come.
The Results
Lighting for Your Performance
From product conceptualization to engineering to the launch of the Area Light, the high-end V-LOCITY product family embodies the meaning of ‘performance lighting.’ When paired with LSI’s unwavering focus on delighting and empowering end users, V-LOCITY’s identity is clear—Lighting for Your Performance.
With the successful development and launch of the V-LOCITY family, LSI now possesses a powerful foundation of creative assets, relatable messaging, and an engaged audience to continue the story of their newest outdoor lighting product family.
With the successful development and launch of the V-LOCITY family, LSI now possesses a powerful foundation of creative assets, relatable messaging, and an engaged audience to continue the story of their newest outdoor lighting product family.
