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Signify

Unifying global sustainability initiatives, through cross-market validation.

Key Deliverables

Market Research Report
Target Audience Analysis
Sustainability Positioning Framework
Sustainability Narratives 
Cross-Market Validation

Woman sitting on a bench, gazing at a cityscape through large windows at night, with "Signify" logo and abstract design overlay.

Challenge & Task

Signify—the global lighting leader behind brands such as Philips Hue and WiZ had extensive sustainability initiatives fragmented across regions and programs, creating siloed communication that failed to resonate with target audiences.

For a company with this scale and market influence, the challenge was critical: develop unified sustainability narratives that would work equally well for customers in Germany as in the US.

Two shelves with decorative items are illuminated by green and blue lights, casting colorful glows on the wall.
Lamp on orange table with a hand touching it.

"Sustainability communication succeeds when it answers what's in it for me?' before what's good for the world."

Key Insight

Modern living room with ambient purple and orange lighting, abstract wall art, and minimalist furniture, including a sideboard and round tables.

Strategic Solution

Created and ran a co-creative workshop that shifted Signify's focus from talking about their products to understanding what their audiences actually cared about. The process moved Signify from broad, jargon-heavy communication to targeted stories that prioritized engagement over immediate conversion.

Workshop Elements

  • Jobs-to-be-Done Analysis - Across three distinct audience types (Legacy Seekers, Business-Invested, Spreaders)


  • Strategic Positioning Sliders - Using brand dimension sliders (Impact vs Innovation, Pioneer vs Advisor)


  • Collaborative Proposition Development - Using "For...who...only Signify can...because..." framework

Green room with three hanging light bulbs and a geometric vase on a patterned cabinet. The lighting casts soft shadows on the walls.

Result

Signify now has a repeatable process for creating sustainability communication that works across different countries and audiences. The framework helps their global teams stay aligned while giving them flexibility to adapt messages for local markets.