Through the Looking Glass

Reinventing an existing business to pivot it around a whole new service offering is a challenge. It typically requires significant investment in new machinery and systems, as well as a steep re-learning phase. This was exactly the challenge facing Lumeta.

Effectively, Lumeta uPVC Windows and Doors was a start up business. It needed naming, brand creation and online presence. This was despite the team at Lumeta having over 30 years experience in timber window manufacture and installation. Whilst the principle of creating building apertures or door openings was the same, using composite PVC materials was entirely new to them, with the method and process being vastly different.

The existential threat facing the Timber Window and Door industry in Australia is driven by government policy moving away from Forestation, and looking for sustainable alternatives to timber as a basic raw material in construction. Phasing out the Timber industry entirely in Australia is pretty much the agenda.

In the design sector we know a thing a or two about disruption so it’s a familiar brief (computers, 'desktop publishing’ and the Internet revolutionalising the way businesses connect with customers). So to see disruption and change as opportunity instead of threat is the key. To reposition a business and offer around a new opportunity simply takes strategy and the ability to implement it. Lumeta business owner Stephen was up for the challenge and enthusiastically embraced it, commissioning Tangent the task of imagining and executing the brief from inception to delivery of the brand and online presence.

The new brand successfully launched Lumeta into the uPVC windows and doors sector. Crafting and delivering the brand assets covered all collateral from website to vehicle signage. The considered and elegant solution works seamlessly across all touch points and concretes Lumeta's future viability.

Check out the Lumeta brand creation to see how Tangent helped.