hue Branding & Launch

Integrated campaign // branding // motion // social // design // print // packaging 

Philips were launching personal wireless lighting that could be controlled from your smart device, the first product of its kind. It was to be exclusively sold in Apple stores for the first 3 months, but Philips were struggling with the brand identity and packaging design of the product. And didn’t even have a name for it. 

So the Account Manager and I were flown over to the Eindhoven offices and within 3 days 'hue' was born. The creation of the brand name, a cool product identity and tone of voice was loved so much by the client that it was then rolled out across a multimedia campaign launch through videos, packaging and promotional material as well as overseeing the website and app development. 

In the first week hue’s sales figures were at 200%, @tweethue had 1.3m tweets. 10,000 facebook ‘likes’ and the video had 1 million views on vimeo. It was Philip’s most talked-about global launch in years.

Not only was the client blown away but Apple loved the look and identity so much so they featured hue in one of their iPhone 5 ads. Not a bad result from what started out as just a packaging brief picked up from another agency.