Litemove
Litemove Illuminating the Path of Cycling
Litemove
Litemove is a company that designs and manufactures LED lights for the global bicycle industry, with sales, marketing, and service offices in both Germany and Taiwan. The team at Litemove leverages decades of international experience in optics, electronics, and mechanical engineering from the automotive industry to create world-class products.
Litemove was founded in 2019 by Alice Wei, the original founder of the GUEE brand. The collaboration between Strategic Image and the GUEE brand began 11 years ago, assisting GUEE in continually updating its brand strategy and visual identity, and witnessing its growth. Over more than a decade of close collaboration, Strategic Image has become a loyal partner to GUEE, and this has provided us the opportunity to continue providing brand services for Litemove.
Constructing an International Brand Image
At its inception, Litemove had only established fundamental brand elements such as the logo and brand colors. However, as the brand expanded into overseas markets, the establishment of a systematic and international brand image became a necessary condition for the brand's development.
Upon reviewing Litemove's existing logo, we made subtle adjustments to address any inconsistencies in its details. Additionally, we established various combinations and usage guidelines for the logo, ensuring a harmonious visual presentation.
The brand color system's primary colors were chosen as black and blue. The eye-catching blue accents within the dominant black area provide a technologically advanced visual experience. As for secondary colors, the 2021 trending colors of Ultimate Gray and Illuminating Yellow were used. These inject vibrancy into the youthful and energetic brand, while also facilitating adaptable design applications for various scenarios.
The overall brand imagery is primarily in black tones, utilizing low saturation colors. Blue objects are prominently featured within the visuals to emphasize the brand color, and dark corners are added to enhance visual focus.
Three supplementary graphics have evolved from the logo's design, which can be flexibly applied to various design scenarios.
Bright blue lines are interspersed throughout the visuals, resembling Litemove's high-performance optical lens headlights. These lines represent a powerful beam cutting through the darkness, providing riders with 100% reliable illumination. This not only resonates with the product's performance but also conveys a modern and brisk sense of technology.
In terms of design applications, a unified visual image is created to suit different scenarios.
Precision All The Way
The brand promotional video serves as a key touchpoint for external brand communication, offering viewers a quick and vivid insight into the brand. Therefore, Strategic Image assisted Litemove in creating a brand new promotional video.
"Precision All The Way" is the theme of Litemove's brand promotional video. Through comprehensive showcasing of aspects from product design, manufacturing, testing, to application, the video effectively conveys Litemove's commitment to excellence at every stage. Additionally, since the promotional video needs to cater to various usage scenarios, we utilized different editing styles and shot designs to create three distinct video versions, ensuring maximum flexibility in the utilization of the brand promotional video.
Conversation with Litemove Brand Founder
01 What do you believe is the core element in building a successful brand?
To build a successful brand, it's crucial to have a team and partners who share the same high standards, experience, and ideals. Since we primarily operate in developed countries such as Europe and the United States, our team must possess an international perspective and experience to infuse the brand with vitality and global appeal. Beyond offering quality products, effective brand marketing and communication strategies are essential. This enables us to expand our sales channels effectively and ensure sustainable growth.
02 What do you consider the most important aspect of brand construction?
In the process of being a brand consultant, many people misunderstand that it's solely about visual presentation. However, I believe that while visual aesthetics are necessary in brand strategy communication, the focus lies in the strategy itself. It's about helping a brand navigate from point A to B and onwards to C, integrating and arranging various elements and dimensions.
03 What are your thoughts on collaborating with Workingimages team?
Workingimages team possesses international experience in building brands. Moreover, their team members come from different countries and cultures, which leads to the creation of fresh insights. Their cross-disciplinary and cross-cultural approach has been immensely helpful in defining our brand strategy. Their experience and dedication have made the execution of the entire project both precise and swift.
Award-winning News
Multiple products from Litemove were honored with the Gold Award at the 2021 iF Taipei International Cycle Show Innovation Design Award (TAIPEI CYCLE d&i awards 2020 by iF). This marks the second consecutive year that Litemove has achieved this prestigious recognition.
（cr. iF design Award)
Being able to accompany such a professionally innovative brand in its continuous growth and breakthroughs, Workingimages is honored and proud. We look forward to this brand image update providing strong brand support for Litemove's path towards internationalization and development.
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