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BrandingBusiness Casts a New Glow on Lightwell


IRVINE (July 22, 2014) – Leading B2B brand strategy firm BrandingBusiness is proud to shine the spotlight on Lightwell, a growing IT and business consulting firm, which they renamed and rebranded with a new visual identity, to illuminate the company’s expansive strategic ambitions.

Based in Columbus, Ohio, Oxford Consulting retained BrandingBusiness in 2014, to explore both a name change and rebranding, as a catalyst to its quickly evolving business strategy. Oxford grew from a sole proprietorship in 1998, to a company of international scale, with hundreds of professionals, a broad portfolio of technology services and solutions, serving clients on two continents.

As part of its growth plan Oxford acquired a related business in the US—Chase—and opened an office in Dublin, to serve its UK and Western European clientele. It was quickly clear that the Oxford name would have encountered obvious limitations in the UK, as would the Chase name, in the United States. The case for name change and the course of strategy dovetailed.

Working within the Principals’ requirement to find a natural name, based on a real English word, with broad, positive meanings, BrandingBusiness hit upon Lightwell, a term from architecture, referring to the vertical shafts in the center of a structure that admit light down from the roof to the lower floors. It served as a metaphor to express what it is that consulting does at its best—to illuminate the complex and confusing, to shed light on problems, and to reveal solutions.

The bold new logo—a multi-colored, intricately woven circle with kaleidoscopic properties—balances corporate decorum with visual dynamism, while subliminally recalling the old Oxford name, with its embedded “O” and “X.”

The company unveiled its new identity at the national IBM Smarter Commerce Global Summit in May in Tampa, Florida, leveraging the event as a platform to launch its new brand. The new name, strategic repositioning, and strong new visual identity, would help alert the market to this company’s expanding scale, capabilities—and to the business value it could deliver.

The project was executed under a particularly urgent time line, to synchronize the brand roll-out with the IBM event. BrandingBusiness designed an innovative approach to the time constraint: running Discovery, Strategy, and Design slightly staggered parallel (rather than serially), establishing frequent touch points between disciplinary teams, so that naming, strategy, and identity design ran synchronously, in nearly-real time, cross-pollinating ideas.

The project included: qualitative research, brand strategy, positioning development, naming, and brand personality articulation. BrandingBusiness created a new mark, logotype, and look-and-feel (Brand Expression) including color palettes, typography, and a corporate stationery system.

“As our company has evolved into a multi-national organization with many facets and disciplines, Lightwell is much more reflective of who we are today,” said Michelle Kerr, president of Lightwell. “BrandingBusiness was instrumental in helping us start this new, exciting chapter with a brand and logo that represents the illumination and innovation that are at the foundation of our company.”

About BrandingBusiness
BrandingBusiness is a brand strategy and development consultancy that helps B2B companies establish, assess, and position transformational brands.  The company, formerly known as RiechesBaird, views brands as strategic assets that are best leveraged by integrating brand strategy with business strategy.  It offers a rigorous approach to brand building, engagement and design with programs customized for unique challenges and opportunities B2B companies face.  Its founding partners are sought-after brand strategists who, over the past 20 years, have worked with American Airlines, Cisco, Constellation Energy, Elsevier, Huawei, ITT, Pacific Life, Sharp, Sage Software, and Toyota Material Handling USA, among other companies.  BrandingBusiness has offices in Irvine, Calif., and New York City.