GVA Lighting
A marketing department built from scratch, proven at Lightfair New York.
The brief
GVA Lighting needed two things at once: a marketing department that did not yet exist, and a major presence at Lightfair in New York City. We built a centralised marketing division from the ground up, overhauled the brand’s global communications, and ran Lightfair end to end.
The insight
Fragmented marketing does not survive a global stage. A trade show the size of Lightfair exposes every gap: inconsistent product stories, unclear ownership, last-minute creative. Fix the department and the show gets easier. Use the show as the proving ground and the department earns its place. So we built both in parallel.
The work
Marketing infrastructure
We designed and scaled a full-service internal marketing division, with the workflows and creative standards needed to drive global growth.
Lightfair New York
We directed the creative and strategic presence at Lightfair, managing logistics, creative direction and lead generation under tight timelines. A stand built from light itself: tall branded towers, open truss and colour on every surface, positioning GVA as a serious global player.
Brand architecture
A unified brand architecture that brought diverse product lines under one identity and professionalised the company’s market position across North America.
Product launches
Launch creative for new product lines, including Color-Stream and the HL4 Highlighter, presented to the industry on the Lightfair stand.
The result
GVA moved from a fragmented approach to a high-performance internal department, capable of managing major international activations under one global identity. Lightfair was the proof.
Project highlights
Results described qualitatively.
