Formed over 100 years ago, New York-based Illuminating Engineering Society of North America (IES) has a membership of more than 9,000 engineers, lighting designers, consultants, lighting equipment manufacturers, contractors, researchers, architects, and academics. It is the preeminent voice and advocate for quality lighting in communities, improving the lighted environment by bringing together those with lighting knowledge and by translating that knowledge into actions that benefit the public. IES wanted to freshen its image to appeal to a new generation of members, and also raise awareness of its importance in the professional community.
IES engaged BrandLogic to develop a comprehensive branding program. The project covered a broad range of elements: a new identifier and signature; color palette; typography; a look and feel for applications including a stationery system, presentation templates, tradeshow signage; a style manual and standards for use in implementing the new brand image; and a new society Web site, along with Web templates for individual IES chapters to use when creating their own sites. BrandLogic also designed covers for key IES periodicals.
A key part of the engagement was the creation of a new positioning strategy that aligns with and codifies IES’s strategic goals. To achieve this, BrandLogic undertook an extensive discovery process, interviewing IES board members and key staff, and conducting a thorough review and analysis of the organization’s mission, vision, and goals. The result of this process was a series of detailed statements and attributes describing the organization, which will serve as a touchstone for brand managers and other organization personnel. The positioning is vitally important to the brand, because it serves to focus awareness and brand activity throughout the organization.
The end result of BrandLogic’s end-to-end work for IES is a cohesive, powerful brand platform that the Society can rely on for years to come. The reception has been very positive, and the new IES.org Web site has already won a Cyber Space Award from the New York Society of Association Executives.