Bright ideas need radiant names

Pioneering naming system for industry and technology

LED technology, intelligent lighting control or architectural outdoor lighting… It’s been over 20 years since we embarked on a new path of verbal brand management with Trilux. And in doing so, we not only shed light on the multilayered portfolio, but also let a breath of fresh air into the dusty normalcy of technical product names.

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Fact: branding translates product ideas into visible – and audible – communication. It transforms complex technology into tangible experiences and turns luminaires into real brand stars.

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Technical facts and figures turned brand experiences

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Status quo and objective

At the beginning of our collaboration, Trilux was a full-blown B2B company with product names as practical as a mathematician’s formulas. Unlike the symbolic names of many decorative manufacturers, Trilux has still been naming its products based on data. Appealing product names? Not worth mentioning. In the truest sense of the word, the brand language was in the dark age.

We aimed to develop a naming system that wouldn’t just inform but also inspire. A system to combine technical excellence with emotional appeal and give each product its own unmistakable identity – within a recognizable brand world.

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Practice and process

The kick-off with Trilux will always be something to remember: everything was discussed in a “large circle of decision-makers” right from the start. It was as if we were developing a new light source together – everyone offered their expertise, from developers to communicators and sales reps. The beginnings of a fully illuminating marketing strategy.

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We worked on the key questions in intensive workshops:

• What added value needs to be communicated to the customer?
• What leads to differentiation and positioning – both in the market and in our own portfolio?
• Which technical details need to be reflected inthe nomenclature?
• How can we make sure that our names are not purely informational but trigger an emotional response?

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We analyzed market trends, surveyed customers and delved deep into the world of lighting technology. Resulting in a naming system that is as flexible as a dimmer and as robust as an industrial spotlight.

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A naming system that outshines the competition

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Result

For 20 years the naming system has reflected “classics” such as new developments, innovations in technology and design as well as evolving energy requirements through coherent product naming. To this day, it is like a well-programmed lighting control system – adapting to change without losing its essence.

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The system's advantages are wide-ranging:

1. Consistency: from simple office spotlights to complex outdoor lighting – every product fits seamlessly into the brand world.
2. Flexibility: new product categories can be integrated effortlessly without overloading the system.
3. Memorability: customers and employees can remember and communicate the names more easily.
4. Emotional charge: technical products get a personal touch and become brand ambassadors.
5. Differentiation: in a market full of interchangeable names, Trilux stands out like a beacon in the night.

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Today, the Trilux naming system is more than a product naming method. It is an integral part of the brand identity, a tool for effective communication and proof that creativity and emotion have their place at the B2B table, too.

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With this system, Trilux has not only named its products, but created an entire brand language that shines as brightly as the luminaires themselves. It is an impressive demonstration of a well-thought-out naming system that sets a company apart from the competition while creating internal clarity and pride.

In a world where technology often seems complicated, this naming system helps to make Trilux products understandable, attractive and distinctive. It is as if light has been given a voice – and this voice speaks the language of the customer.