Challenge: Over time, expansion of Juno’s diversified line of commercial and residential lighting fixtures led to a proliferation of individual product identities, creating the possibility for market confusion and weakening the overall effectiveness of cross-selling activities.
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Solution: Alexander Marketing created an attractive and effective new brand architecture for Juno, including the umbrella Juno Lighting Group graphic identity and related identities for each product family. The resulting house of brands maintains sub-brand individuality while creating an integrated identity that enables Juno to take full advantage of brand synergies in programs directed to agents, distributors, product specifiers, and end users.
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