Festilight
BRAND VISUAL LANGUAGE DEVELOPMENT - LOGO DESIGN
CREATED AT THE SOCIAL CIRCLE
CREATIVE DIRECTOR — Alexis Young MARKETING DIRECTOR — Danielle McNiell
Festilight is a premium lighting installation company for holidays, weddings, and occasions using lights from their parent company, Big Star Lights.
Festilight came to us requesting a rebrand, with several unique conditions surrounding the project. The brand had a considerable amount of recognition with their local audience, and they had a large collection of existing highly involved print pieces that they would be slower to replace. Secondly, the internal team was divided on why the brand needed to rebrand. Among these considerations, the goal was laid out as such:
1. Redesign the brand in a way that felt related to the original visual language
2. Make it feel more premium to match its high quality price point and high-earning customer demographic
3. Expand the language/consider the logo in a way that didn’t limit Festilight to being a “Christmas only” company.
THE CONCEPT
BRINGING THE STARS HOME
Stars are a symbol of guidance, inspiration, and hope. They are linked to some of the most important moments in our lives. Mimicking these stars, decorative lights evoke the same magical feelings of belonging, joy, and wonder that one feels while looking up at the open night sky. Drawing on this connection will help us illustrate exactly what that “something special” is that Festilight brings to your home.
In Round 2, we explored logos that resembled the original icon more. If Round 1 was a complete makeover montage, Round 2 was more of a “You’re beautiful without your glasses” moment.
ROUND 2
In Round 3, we continued to move closer and closer to the logo we already know and love, just one step up.
ROUND 3
And in the end, we decided on a modernization of the original logo, with a slightly sharper typeface and a redrawn icon. Sometimes it’s just the small things that need fixing, but you have to reinvent the wheel (a couple times) to know that it’s not needed.
FIN
