The Client
Lucius
A horticultural technology brand by Dome Group Australia that markets high-end grow lights and horticultural lighting systems.
https://www.lucius.com.au/
The objective was to elevate the profile of the brand to reflect its premium offering. To this end, the brand positioning needed to be revised. A consistent brand identity needed to be crafted and presented consistently across all assets including the corporate website and social media.
The Creative Solution
A core communication platform was developed: “Lucius. Lighting the way.” This big idea represented the brand’s leadership position through three content pillars:
1. Lucius is lighting the way in technological innovation through its line of premium lighting solutions
2. Lucius is lighting the way for cultivators by sharing useful content, insights and knowledge with the hydro community
3. Lucius is lighting the way for the category by providing professional after-sales services, consultations, partnerships and commercial-scale growth solutions that establish the brand’s leadership position in the horticultural space.
Generating buzz through social media
The hydro community is small but highly engaged and interactive. Instagram and Facebook are the main social media channels the brand has leveraged. Given the visual nature of Instagram, the brand focuses on visual content and product-focused posts. On Facebook, the content leans towards more in-depth posts that seek to provide value to the audience.
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Facebook
facebook.com/luciushorticulturallighting/
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PAUL mcnally 