LEDVANCE Announces Brand Repositioning

GARCHING, Germany — To reflect the major developments at LEDVANCE over the seven years since its founding, the Garching-based lighting experts decided on a comprehensive brand repositioning. The new tagline “Power Through Light” puts LEDVANCE’s three key stakeholders at the forefront: its customers, the planet and its employees. To enable people to harness the power of light, LEDVANCE crafts intelligent and efficient lighting and energy solutions for a greener planet and better life. The new positioning is driven by Vivian Lee-Lauss, who was appointed Head of Global Brand Management as of August 1, 2023.

LEDVANCE spun-off from lighting pioneers OSRAM in 2016 with a portfolio of luminaires and has since developed into one of the top global players in the industry. Today, with award-winning innovations like BIOLUX Human Centric Lighting as well as an expanded range of intelligent lighting solutions, the company has consistently broadened its scope, adding more focus on sustainable products and growing its solutions portfolio by expanding into the renewable energy industry. To reflect this development and emphasize its future positioning, LEDVANCE has created its new tagline “Power Through Light” with clear focus on its key stakeholders: its customers, the planet and its employees.

For customers, LEDVANCE’s lighting systems and intelligent energy solutions allow for improved working and living environments as well as real energy savings. For a greener planet, LEDVANCE commits to reducing CO₂ emissions and waste through sustainable products, solutions and processes. For employees, LEDVANCE empowers them to harness the power of light to contribute to a better quality of life on a greener planet.

In addition to the new positioning and mission, LEDVANCE’s core values of striving for excellence, breaking new ground and winning together will persist as celebrated cornerstones of the company’s corporate culture.

The new brand positioning is driven by Vivian Lee-Lauss, who was appointed as the new Head of Global Brand Management as of August 1, 2023. Her global perspective and extensive cross-industry experience bring a fresh vision to the corporate brand. With her leadership style based on empowerment, transparency and breaking down barriers, she will play a crucial role in nurturing growth and a sustainable future at LEDVANCE.

“My goal is to bring a fresh vision to our brand strategy to drive impactful change in the lighting and renewable energy industry”, said Vivian Lee-Lauss, Head of Global Brand Management.  “Our new strategy and positioning have been in the works for months, and I’m so excited to finally see it come to life. It’s a massive evolution of our brand, and I’m confident that it will set us up for success with the big ventures that we have coming up at LEDVANCE.”