Shedding Light on Leadership
Branding – Awareness & Demand Generation
The Calgary train station spread was named best b2b print ad of the year by B2B Marketing. Sales across the brands grew and research showed that architects, designers and contractors developed a new understanding of the interrelation and benefits of working across Hubbell brands.
Hubbell Inc. had the unfortunate distinction of being a market leader in architectural lighting that nobody knew about. The company has an extensive family of well-known and respected lighting brands – the trouble was, only one of those brands featured the Hubbell name. While architects knew the other brands well, they had no idea they were all a part of Hubbell.
Maier developed a series of spread ads aimed at architects to showcase noteworthy installations that used Hubbell products. Text was minimized to focus on the beauty of the designs, and copy included a full list of lighting-related Hubbell brands to communicate the strength of the brand family.