Silight
The Client, the Agency, and the Context
SICA Electric, a leading company in Argentina in the production and marketing of electrical materials, engaged us for the launch of their new light switch covers, designed by the prestigious Italian studio Pininfarina.
Initially, due to their connection with the construction industry, we believed the brand should be reconsidered, given the premium profile of the new product. Therefore, we recommended initiating a preliminary research process.
FOCUS ON STRATEGY AND CREATIVITY.
Based on in-depth interviews with the top 10 clients of SICA Electric and surveys conducted among electrical professionals, we advised SICA to launch this new product under a new brand, SILIGHT. This approach ensured that the premium “by PININFARINA” product wouldn’t be influenced by the broader positioning of SICA. Following this decision, our comprehensive work encompassed everything from developing the brand identity system to executing a full-fledged advertising launch.
BRAND RESULTS.
SILIGHT by Pininfarina is currently a highly acclaimed premium product when it comes to choosing lighting covers in Argentina. It has become a brand with its own distinct identity, separate from SICA and its broader positioning.
