Schréder SA is a Belgian manufacturer of street lighting founded in Liège by Jules Schréder in 1906. Until 1936, the brand was a supplier of electrical components before it began to specialise in street lighting, today Schréder is also one of the leaders in smart cities. Therefore the name should not reflect lightning but the full concept of Lightability This longstanding brand came to Broadkat with a particular challenge: how to effectively communicate the new “tag line” creating awareness.
The object was to create awareness on the re-branding with a “hero” video that represented the brand’s values and helped share the new promise they were making to their clients. Schréder wanted to put emphasis on their engineering pedigree, but also its constant drive for innovation, as well as their desire to make streets safer and increase energy efficiency. Broadkat’s role was thus to create a video that shared Schréder’s message to its customers in the truest and most effective manner.
A rebranding is an immensely important step for any company, and the video needs to be spot on in terms of what they want to communicate. We held many brainstorming sessions to discuss the company’s vision and spirit and believe that this collaboration’s success highlights the need to find new paths to brand growth through a collaborative and agile process.