A twin cities tech integrator sparks a smart revolution in the industry
Lelch AV
Location: Minneapolis, MN
Scope: rebrand, visual identity, print, digital
Agency: Rabe & Birch
Photography:
LELCH OVERVIEW
Being an industry leader in home tech integration, Lelch came to us in need of a facelift from the brand identity that previously existed. A refreshed and rewritten brand strategy from our team at Rabe & Birch is what ultimately informed the identity work, giving Lelch a new sense of meaning and mission.
We knew we wanted to keep the same feel of the type within the original wordmark, and saw opportunities to improve upon it without reinventing. The icon paired with this type needed to be rethought, with new meaning and purpose relating to the new strategy.
With much exploration, "the spark" was born.
THE SPARK
"This shape is a bright, joyful play on dynamic harmony. The three elements invoke ribbon pieces floating together, something inspiring about to happen, the spark of a great idea. Much like the original star, it is balanced, symmetrical and friendly, although it somehow has even more energy to it. It can be a big, bold, bright symbol all on its own, or tuck itself into playful messaging like an asterisk or a wink inviting everyone to find out more about just how much Lelch does. And how well you do it."
LELCH APPAREL
Lelch gave full rights to swag. With their need for all new branded apparel, they were also looking for something a bit more edgy... mixing tech with sophistication to create a streetwear-style clothing line.
