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#SmartStandards for smarter lighting, A new brand identity for the Zhaga consortium The new brand is the result of a prolific...

04 Dec 2020

#SmartStandards for smarter lighting, A new brand identity for the Zhaga consortium

The new brand is the result of a prolific rebranding process made within an intimate creative dialogue framework involving the Zhaga’s team, their members and the multidisciplinary staff of the communication agency

The Zhaga Consortium is a global lighting-industry organisation that aims to standardise interfaces of components of LED luminaires, including LED light engines, LED modules, LED arrays, holders, electronic control gear (LED drivers) and connectivity fit systems.

Zhaga creates new opportunities for the lighting value chain, including innovations that go beyond lighting.

The “Z” logo proves the certification of interoperable components. It provides a secure means to identify components that can be upgraded and serviced.

Since its founding 26 years ago, the agency’s branding process is built on this premise: for being a real asset, the brand strategy must be aligned with the overarching strategy of the organisation.

A powerful brand strategy presents a central unifying idea around which all behaviour, actions, and communications are aligned. If an organisation wants to be perceived in a certain way, everything must sustain that aspired identity.

When an active brand strategy is created and then implemented clearly and consistently, your brand becomes a real long-term asset for your organisation.

A strong brand enables you to communicate your DNA adequately to your targeted audiences. helps you clarify and define a brand strategy that strengthens your organisation’s very existence.

The Belgian communication agency helps your organisation to convey the relevant message consistently in all of its communication.

More information:

  • Brussels based communication agency
  • corporate communication
  • institutional communication
  • Digital Branding
  • Brand Strategy
  • logo design
  • logo creation
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Here is our blog, visit our website Developing a new brand requires creativity. Based in Brussels, we have over 25 years experience in guiding organisations on the road to defining and articulating their uniqueness. Thinking about a Branding? Ask for an Agency Presentation! Thank you!