{"id":340,"date":"2016-08-02T22:18:46","date_gmt":"2016-08-02T22:18:46","guid":{"rendered":"http:\/\/agency-z.com\/WHOOP\/?post_type=portfolio&#038;p=340"},"modified":"2016-08-07T23:45:05","modified_gmt":"2016-08-07T23:45:05","slug":"columbia","status":"publish","type":"portfolio","link":"http:\/\/agency-z.com\/WHOOP\/portfolio-item\/columbia\/","title":{"rendered":"Columbia Re-Branding"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_two_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_two_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_two_third-6126cab7d8fab8d08143dd2dacdf673c av_two_third  avia-builder-el-0  el_before_av_one_third  avia-builder-el-first  first flex_column_div av-zero-column-padding '   ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_gallery-b128b6b8d754b887c77788dda7e9a5ad\">\n#top .avia-gallery.av-av_gallery-b128b6b8d754b887c77788dda7e9a5ad .avia-gallery-thumb a{\nwidth:12.5%;\n}\n<\/style>\n<div  class='avia-gallery av-av_gallery-b128b6b8d754b887c77788dda7e9a5ad avia_animate_when_visible  avia-builder-el-1  avia-builder-el-no-sibling  avia_lazyload avia-gallery-animate  avia-gallery-1'  itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><a class='avia-gallery-big fakeLightbox avianolink noLightbox avia-gallery-big-crop-thumb ' href=\"http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03.jpg\" data-srcset=\"http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03.jpg 847w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03-300x179.jpg 300w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03-768x459.jpg 768w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03-845x506.jpg 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http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03.jpg 847w\" sizes=\"(max-width: 845px) 100vw, 845px\" \/><\/span><\/a><div class='avia-gallery-thumb'> <a href=\"http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03.jpg\" data-srcset=\"http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03.jpg 847w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03-300x179.jpg 300w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03-768x459.jpg 768w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03-845x506.jpg 845w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03-705x421.jpg 705w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03-450x269.jpg 450w\" data-sizes=\"(max-width: 847px) 100vw, 847px\" data-rel='gallery-1' data-prev-img='http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_03-845x506.jpg' class='first_thumb avianolink noLightbox ' 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http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_02-300x184.jpg 300w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_02-768x471.jpg 768w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_02-705x432.jpg 705w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_02-450x276.jpg 450w\" data-sizes=\"(max-width: 984px) 100vw, 984px\" data-rel='gallery-1' data-prev-img='http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_02-845x603.jpg' class='avianolink noLightbox ' data-onclick='2' title='COLU_02'  itemprop=\"thumbnailUrl\"  ><img class=\"wp-image-343 avia-img-lazy-loading-not-343\"   src=\"http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_02-180x180.jpg\" width=\"180\" height=\"180\"  title='COLU_02' alt='' srcset=\"http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_02-180x180.jpg 180w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_02-80x80.jpg 80w, 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data-srcset=\"http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_05.jpg 980w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_05-300x179.jpg 300w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_05-768x459.jpg 768w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_05-705x422.jpg 705w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_05-450x269.jpg 450w\" data-sizes=\"(max-width: 980px) 100vw, 980px\" data-rel='gallery-1' data-prev-img='http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_05-845x586.jpg' class='avianolink noLightbox ' data-onclick='4' title='COLU_05'  itemprop=\"thumbnailUrl\"  ><img class=\"wp-image-346 avia-img-lazy-loading-not-346\"   src=\"http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_05-180x180.jpg\" width=\"180\" height=\"180\"  title='COLU_05' alt='' srcset=\"http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_05-180x180.jpg 180w, 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data-prev-img='http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_01-845x584.jpg' class='avianolink noLightbox ' data-onclick='7' title='COLU_01'  itemprop=\"thumbnailUrl\"  ><img class=\"wp-image-342 avia-img-lazy-loading-not-342\"   src=\"http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_01-180x180.jpg\" width=\"180\" height=\"180\"  title='COLU_01' alt='' srcset=\"http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_01-180x180.jpg 180w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_01-80x80.jpg 80w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_01-36x36.jpg 36w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_01-120x120.jpg 120w, http:\/\/agency-z.com\/WHOOP\/wp-content\/uploads\/2016\/08\/COLU_01-450x450.jpg 450w\" sizes=\"(max-width: 180px) 100vw, 180px\" \/><\/a><\/div><\/div><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_one_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\n-webkit-border-radius:0px 0px 0px 0px;\n-moz-border-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div class='flex_column av-av_one_third-0aa7055fe62c3622faec82866afbaeb2 av_one_third  avia-builder-el-2  el_after_av_two_third  avia-builder-el-last  flex_column_div av-zero-column-padding '   ><section class=\"av_textblock_section \"  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock  '   itemprop=\"text\" ><h5>COLUMBIA LIGHTING<\/h5>\n<h4>Branding and Platform Launch<\/h4>\n<p><em><strong>Explore &#8211; <\/strong>Columbia Lighting, a brand of Hubbell Lighting, manufactures a comprehensive lineup of fixtures featuring commodity, specification and custom products for commercial, institutional and industrial markets. Its century of producing fluorescent parabolic troffers, lensed troffers, recessed\/indirects, industrials, strips, wraps and linear hi-bays left the internal and external perception of the brand a little stale. Additionally, Columbia\u2019s recent acquisition by Hubbell and move from Spokane to Greenville left the company with a problem-riddled reputation. The veteran lighting brand charged Agency-Z with revitalizing the brand and giving it a modern direction.<\/em><\/p>\n<p><em><strong>Think &#8211; <\/strong>Agency-Z conducted primary and secondary research about Columbia to arrive at the internal and external impressions of the brand and market opportunities. To give the brand a true picture of who they were and who they wanted to be, Agency-Z assembled a team representative of all the roles within the Columbia brand for a brand envisioning session.<\/em><\/p>\n<p><em><strong>Create &#8211; <\/strong>Agency-Z developed a strategic directive for the brand based on to serve the greater good by offering environmentally-friendly products. The brand platform created gave Columbia new positioning, brand values, messaging and graphic personality. Tactics included a website, brochures, a PowerPoint template and booth graphics for a six-city road show to launch the new brand. Columbia incited its employees, sales agents and customers to CreateChange<sup>TM<\/sup>. The new brand platform gave the product designers new enthusiasm for creating energy efficient products. The same vibrant, socially responsible attitude resonated throughout the six-city brand launch road show, effectively communicating Columbia\u2019s commitment to address the market\u2019s need for energy efficient products and create change. A road show and website communicated the rally cry nationally and globally.<\/em><\/p>\n<p><em>\u00a0<\/em><\/p>\n<p><em>Brand Envisioning Session<\/em><\/p>\n<p><em>Branded look and feel<\/em><\/p>\n<p><em>Product brochure series<\/em><\/p>\n<p><em>Website<\/em><\/p>\n<\/div><\/section><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"featured_media":344,"comment_status":"closed","ping_status":"closed","template":"","tags":[],"portfolio_entries":[],"_links":{"self":[{"href":"http:\/\/agency-z.com\/WHOOP\/wp-json\/wp\/v2\/portfolio\/340"}],"collection":[{"href":"http:\/\/agency-z.com\/WHOOP\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"http:\/\/agency-z.com\/WHOOP\/wp-json\/wp\/v2\/types\/portfolio"}],"replies":[{"embeddable":true,"href":"http:\/\/agency-z.com\/WHOOP\/wp-json\/wp\/v2\/comments?post=340"}],"version-history":[{"count":1,"href":"http:\/\/agency-z.com\/WHOOP\/wp-json\/wp\/v2\/portfolio\/340\/revisions"}],"predecessor-version":[{"id":341,"href":"http:\/\/agency-z.com\/WHOOP\/wp-json\/wp\/v2\/portfolio\/340\/revisions\/341"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/agency-z.com\/WHOOP\/wp-json\/wp\/v2\/media\/344"}],"wp:attachment":[{"href":"http:\/\/agency-z.com\/WHOOP\/wp-json\/wp\/v2\/media?parent=340"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/agency-z.com\/WHOOP\/wp-json\/wp\/v2\/tags?post=340"},{"taxonomy":"portfolio_entries","embeddable":true,"href":"http:\/\/agency-z.com\/WHOOP\/wp-json\/wp\/v2\/portfolio_entries?post=340"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}