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DuPont Displays -- OLIGHT Branding Program and Announcement Campaign |
| Ojective: Position DuPont Displays as a cut-above leader in the emerging OLED marketplace |
| Results: OLIGHT Brand Name and Comprehensive Branding Program |
When DuPont Displays was ready to create the next DuPont superbrand for its lighter, brighter organic light emitting diode display (OLED) technology, it turned to HWH. HWH drove the branding effort through the research, naming, logo design and launch phases. The result, was the creation of the OLIGHT brand name.
DuPont then contracted HWH to manage the new OLIGHT brand during its all-important early years. During this process DuPont was able to take advantage of the complementary skills offered by HWH PR, HWH Branding and Consulting Services. HWH created an beautiful full-color announcement booklet that was sent out both internally and externally to announce the exciting new brand.
HWH made OLIGHT headlines via a special press conference unveiling the brand at the world-renown Le Cirque restaurant in New York that was attended by more than 40 industry-leading press. HWH also manages the OLIGHT brand on an ongoing basis making sure that the correct logo and brand usage is strictly enforce to protect the integrity of the brand. HWH New Media is designing
and managing the new OLIGHT Web site as well as a DuPont Displays Extranet.
HWH Branding, Consulting and New Media are working to extent the Olight brand and will also be launching a brand for another DuPont division within the next four months.  |
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