LIGHTWEDGE®
Bringing a Brilliant Idea to Light: Product & Brand Strategy
BOLTGROUP completed an industrial design and product & brand strategy that included the LightWedge® name, its visual identity, and retail packaging.What We Did
Brand Strategy
Brand Architecture
Brand Naming Strategy
Visual Identity System
Experience Design
Brand Color Palette
Brand Design Strategy
Brand Communications Strategy
Visual Retail Merchandising
Retail Design Service
Direct Mail Strategy
Trade Show Booth Design
Promotional Design
Creative Art Direction
Visual Brand Guidelines
Visual Brand Language
Industrial Design and Product Design
Retail Packaging Design
Brand Coaching + Training
Brand Stewardship
Brand Production
Fabrication Coordination + Fulfillment
Awards
Challenge
Avid reader and former book-publishing executive, Jamey Bennett, had an idea. Jamey liked reading at night but didn’t like clip-on book lights that spilled more light around his book than on it. His moment of genius was to place a flat lens on the page and shine light through it—lighting the page and only the page. But how would he get it to market?
Jamey partnered with BOLTGROUP to bring his idea to life. But many questions needed answering first. What configuration and form would readers prefer? How would the product be engineered to adequately light the page? How would Jamey sell the concept to retailers without a risky tooling investment? He needed a product. A company. A brand. A plan.
Solution
The moment of truth would come in a presentation to Barnes & Noble. To help Jamey sell his product before it was born, we completed the industrial design and the product & brand strategy that included the LightWedge® name, its visual identity, and retail packaging. We then dramatized the concepts with photo-realistic renderings as though they were on a Barnes & Noble shelf. The buyers were impressed—Jamey walked away with an order before spending a penny on tooling.
Results
- Won Best of Show at the Book Expo and Platinum Best Toy Award
- Within two years, LightWedge was the top selling book light at the three major bookstore chains—Barnes & Noble, Borders, and Books-A-Million
- Company grew 310 percent between 2003 and 2005
- Within five years, LightWedge, LLC went from startup to Inc. 500
- LightWedge was featured on The Oprah Winfrey Show, increasing sales in one afternoon 2400%
- Soon thereafter they offered more than 20 different lighting products, including paperback and mini sizes
The market’s response to the LightWedge brand has been tremendous. It’s a stylish, user-friendly product with a high-impact brand. BOLTGROUP really does deliver a complete solution.
— Jamey Bennett, CEO, LightWedge LLC