6
Mark
The power of light (and people) HLB Lighting Design is this year’s winner of Zweig Group’s People’s Choice Award; HLB’s marketing manager attributes success to the firm’s fearless brand identity campaign.
By LIISA ANDREASSEN Correspondent
of our engaging and impactful marketing strategies in our new brand that we have been able to ‘humanize’ our marketing materials. Our audience has responded really well to the new materials because they are light- hearted and fun,” Foster says. He says that winning this award will open many doors for them in the marketing and business development community by giving them greater exposure and gar- nering respect from their peers. “As a specialty subconsultant, it’s a great accomplish- ment to be able to compete with the larger firms that have huge marketing budgets and marketing depart- ments,” he adds. At HLB, principals believe a collaborative mindset works best. They know when to lead, listen, mentor, and get out of the way. And, Foster attributes the fact that they have been able to generate success with their brand to this mentality. “Our marketing team was given the greatest gift that no promotion, raise, or bonus could ever fulfill ... and that’s the gift of freedom,” Foster says. “We took that opportunity to create the most memorable brand ex- perience possible.” He says that they kept it simple, but made it memo- rable.
“W ing ma let Wh re- “W ed tes of do. we he you A n set in me HL eve HL fol ing me
T he people have spoken. HLB Lighting Design (New York, NY), a 60-person internationally rec- ognized design firm focused on architectural light- ing for both interior and exterior environments, first received Zweig Group’s Marketing Excellence Award in the internal marketing category and then went on to win the People’s Choice Award. Why? Because its brand is for the people, by the people. Founded in 1968 by lighting pioneer Jules Horton, the HLB team believes in the power of light to shape inspiring, innovative, and functional environments where people can live, work, and play. Jonas Foster, senior associate and national market- ing manager for HLB, says they were very excited to receive this award. He believes the main reason they won the People’s Choice is because they were not afraid to take a little risk and be honest, succinct, and authentic in their brand identity campaign. “Some people may love it, others may hate it. That’s what makes it unique. We were not afraid to be open,” he says. Creating an experience. “It has been our goal to create a new HLB experience, not just a brand. It’s because
Jonas Foster, Senior Associate, HLB Lighting Design.
THE ZWEIG LETTER NOVEMBER 30
Made with FlippingBook Annual report