Leds C4

The strategic approach

A multifaceted, versatile, flexible company, specialising in functional products and with the ability to create unique designs.  A company with multiple identities, but which was still mostly known as a “lamp manufacturer”. 

In a sector marked by specialisation and indifferentiation, the challenge was to build the brand positioning focusing on 360º solutions and to leverage digital services and connectivity. This idea was key to take an undisputed leader in the Spanish market to become a landmark in Europe.

Light for better living

LedsC4 believes that every project should have access to good lighting.  A powerful idea that guided the brand narrative around the mission of “enabling quality light”. 

This belief helped build a powerful, unified, coherent and cross-cutting brand narrative that reflects the essence of the company and helps drive its journey into the future. We created a tone of voice that expresses each of its values: an accessible, facilitating and approachable voice. A resolute voice that provides solutions. A voice that is modern and on the move. And finally, a voice that is expert, leading and reliable.

Its tagline is a compact, simple and powerful phrase that expresses the brand’s new narrative and vision: to bring quality light for a good quality of life. So that more and more people can enjoy the benefits of good light.

The transformation of light

The brand’s design was inspired by the simplicity of planes, the starting point of any lighting project. Where the rationality of engineering is combined with the flexibility, versatility and simplicity of lines, creating unique spaces that are transformed through light.

Following this concept, the visual identity of LedsC4 was built. Through these fine lines, grids and geometric figures, we created a visual language that plays with visual perception to create spaces of light and shadow.

As a result, a reticular modular system was created, from which several alternatives were built. These would allow us to adapt the grid across all the products that LedsC4 offers, form architectural to decorative.

The team

Being design and brand strategy lead by Mucho, we worked closely to the LedsC4 team. Including addittions such as: Salvador Huertas (Editorial designer), Joana Bover (Art & Product Director), Clara Soley (Communication Manager) and Xavier Andreu (Sales Director). 

Isen Serra. Product photography and photographic art direction. HWO.studio. Graphic design and art direction.

Architectural vs. Decorative

In order to differentiate and set apart the architectural
and decorative categories, some distinctions were defined. Architectural is based on the iconography of the luminaires used in technical drawings. The Decorative ones represent how light emanates from the lamps. Waves of light that go from more to less power.

Several aspects can be outlined: Architectural makes use of more complex grids while Decorative does not. Architectural, uses white backgrounds and graphics are established in corporate blues, while Decorative works the other way around. 

Art Direction

LedsC4’s art direction is based on three types of photography: concept, ambient and corporate.

The different types of lamps can be shown in this photographic typology: Architectural Outdoor, Indoor and Decorative. These images, taken on set aim to show the product and its quality of light.

Through the ambient images LedsC4 will show a quality light which illuminates the spaces correctly, adapting to the projects, improving the life of the people who inhabit them and creating emotions.

Lastly, corporate images, will be the ones which define the identity of the brand, since they are based on the color blue. We find ambient and concept photography.