Making the brand book a reality

Recognising that it needed a full and up to date overview of its brand and products, which could be used internationally, the Thorn Lighting team approached CIB to create a brand book. This impressive 310-page brochure provides an introduction to Thorn Lighting as a company, demonstrates the brand’s expertise in lighting and controls for a wide range of sectors and displays its broad range of products for these applications.

In addition, the brand book would be translated into four other languages for use across Europe and needed to be designed for print-on-demand as it would only be printed to order as required. This brand book represents one of the biggest single brochure projects CIB has undertaken.

Working with the Thorn Lighting team, we developed a design concept that placed an emphasis on high-quality photography that shows the positive impact that Thorn’s lighting solutions have on every environment, from sports stadia to transport terminals and high-end retail to hospitals. Alongside the eye-catching photography, the brand book needed to include the key features and details for each product in the extensive Thorn Lighting portfolio, as well as individual QR codes to allow easy access to more information. This meant that our design team needed to develop a template that was flexible enough to accommodate the requirements of each product type while still maintaining consistency throughout.

Once the design template was finalised, our team began the lengthy process of populating the pages with images and data for each of the products across the indoor lighting, outdoor lighting and controls sections. This required close collaboration with the Thorn Lighting team throughout to ensure all the relevant information was included in each case. It is a testament to the strength of the original template design that no matter what information needed to be included, the page layout could accommodate it.

The brand book was launched at the globally renowned Light + Building exhibition in Frankfurt, which received 151,000 visitors from 146 countries. The 11,250 visitors to the Zumtobel Group stand (Thorn, Zumtobel and Tridonic) were among the first to see the brand book in its digital form. To support the wider launch, CIB produced a suite of promotional assets for social media, including a video, driving people to the landing pages to download the brand book.

It has already proven to be a valuable resource for specifiers and is being used by the Thorn Lighting team when in discussion with customers. In the year following its launch, the brand book has been downloaded 577 times and printed more than 2,000 times across nine countries through Thorn’s print-on-demand system.