altman lighting :: IQ Series Branding/Promotion
CLIENT: Altman Lighting Company
CHALLENGE: Refresh the brand of a well-respected theatrical, architectural and photographic lighting innovator through the launch of its latest product, the IQ Series Luminaires. Reposition the brand for a younger, modern array of lighting designers seeking state-of-the-art features and performance.
SOLUTION: Develop short, feature-based headlines using tongue-in-cheek humor playing off the product name to highlight features/benefits for a B2B audience. Spotlight bold product photography and strong color to set Altman apart from competitors.
RESULT: The IQ Series became Altman’s best-selling new product in the past decade.