Philips
A brand refresh that creates new light
Client
Philips N.V.
Services
Brand Identity
Digital Design
Print Design
Social Media
Art Direction
Role
Creative Director for Interbrand
Innovation and You
Following Interbrand’s refresh of the Philips Masterbrand, I led the account as Creative Director.
Working both in London and Amsterdam with a dedicated project team, I worked closely with the client team to realise the new branding through the development of the 125 year old Lighting Division, as well as directing the internal communication program for Europe. We engaged the client with an extensive photoshoot in Rome, to bring their technology to life in real world scenarios.
We encapsulated and modernised 125 years of history by articulating the brand positioning ‘innovation and you‘, which enabled the Philips brand to play a larger role in creating the products and services that improve the lives of over 8 billion people.
We refreshed the identity to drive this and also be fit for the digital world.
The work was revealed in a global launch that was preceded by comprehensive brand training engagement for Philips employees.
A global technology icon, reimagined for 21st century success.
