Silight

Context

Based on 10 in-depth interviews with SICA Electric's main clients and surveys of electrical professionals, we identified the opportunity to launch a new product.

Strategy

We recommended launching it under a new brand, SILIGHT, so as not to affect the premium “by Pininfarina” positioning or SICA's mass-market one, and we developed its identity system and its full advertising launch.

Results

A brand of its own, well differentiated, that organized the portfolio and made it possible to compete in the mass segment without diluting the rest of the offering.