When the time comes to define your organisation’s communication strategy, where do you begin? With the messages? The visuals? The channels?

At #inextremis, we’ve learned something different.

Real impact starts earlier. It begins with clarity, alignment, and a strategy rooted deep inside your organisation’s mission, co-built with the people who drive it daily.

And suppose you’re wondering what that looks like in practice. In that case, the Zhaga Consortium offers one of the clearest, most instructive examples.

When standardisation meets strategy

Earlier this year, LED professional Review published a long-form interview with Heinrich Thye, Secretary General of the Zhaga Consortium. A deep dive into the future of connected lighting? Absolutely. But also — and this matters — a case study in strategic clarity.

Zhaga is no ordinary industry consortium. It plays a central role in shaping the technical standards behind smart, sustainable lighting infrastructure. Its “Books” have become international references. Its interfaces are now embedded in city lighting systems, sensors, modules, and smart grids worldwide.

But the real story is how this vision became actionable—recognisable, adaptable, and scalable—not just for engineers but also for decision-makers, cities, partners, and regulators.

That didn’t happen by accident.

Communication strategy that reflects ambition

Since 2018, we’ve had the privilege of working as Zhaga’s communication partner. Together, we developed their brand identity and communication strategy across three continents — Europe, North America, and Asia — under the leadership of Axel Baschnagel and with the close involvement of Secretary Generals Dee Denteneer and Heinrich Thye.

What made this collaboration so special? We didn’t just design visuals or write copy. We entered their world. We listened to the engineers. We understood the governance. We worked within the technical complexity. With every insight, we built a communication strategy that supported—and strengthened—Zhaga’s development goals.

The result:

→ A consistent narrative across technical and political audiences.

→ A credible, value-driven brand in a highly specialised field.

→ A communication ecosystem capable of growing with the organisation.

From internal knowledge to shared story

Too often, communication is seen as something to define after the big decisions are made. A final step. A wrapper.

At #inextremis, it should be part of the strategic process.

With Zhaga, we helped ensure that the communication strategy wasn’t built on top of the organisation but from within. That meant translating complexity without simplifying it, making the purpose visible, building internal ownership, and creating tools that could be used by everyone involved—from the Secretary-General to the technical chairs to the local partners.

Because good communication is not just what you say. It’s how it supports what you want to become.

Why does this matter to you

Suppose you’re a Head of Communication or a Communications Manager tasked with developing your organisation’s next strategy. In that case, you don’t need an agency that “executes.”

You need a partner who can help you clarify the essentials, understand the nuances of governance, political context, and stakeholder dynamics, translate ambition into a straightforward narrative, and help you turn that narrative into action.

That’s what we bring.

The experience with Zhaga proved it. From technical specifications to global positioning, we worked at every level — always aligned with the organisation’s strategic direction.

And we can do the same for you.

Thinking about your next communication strategy? Let’s explore what it could become — together.

Source

“Zhaga’s Vision for the Future of Connected Lighting” – Interview with Heinrich Thye, LED professional Review, Issue 109, May–June 2025. www.zhagastandard.org