How to exploit a potential opportunity? German lighting company, RIDI, which operates in the mainstream commercial sector in the UK, also owns Spectral, an architectural lighting brand that was unknown in the UK. The Charlotte Street Agency was brought in to develop the brand to grow the UK business.


The product range was innovative, technologically advanced, visually attractive and, given the resources of RIDI’s German factory, open to being manipulated and effectively bespoke. Thus, it really did deliver the highly clichéd ‘turn your ideas into reality’. We developed the new Spectral brand proposition – an invitation to ‘Bend the rules’, with each ad both building the brand and simultaneously communicating individual product benefits. In all cases, we determined to show the products in situ to demonstrate the aesthetic and practical lighting performance. We produced a print and digital ad and html campaign, with the website following the brand styling and proposition.


  • After the first year, there was a massive growth in web engagement.
    • Time spent increased 15 fold.
    • Page views increased 18 fold.
  • Inevitably the rate of growth slowed in the last two years, but the volume growth in web engagement is still dramatic.
  • This has translated into Spectral now accounting for one third of RIDI’s UK business, compared to less than 1% previously.
  • This also led to us now handling the main RIDI brand and becoming the only external marketing communication that the company now works with.

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