Firefly, from installation company to smart tech brand.
How an LED innovator became a driving force in sustainable infrastructure.
1.
Challenge
Lighting isn’t just lighting anymore. Buildings are getting smarter. Infrastructure is getting automated. Energy is being optimized in real time. Businesses don’t just buy fixtures, they invest in intelligence. Yet, the lighting industry was still selling hardware in a world that had already moved beyond it. While other industries automated, optimized, and scaled, lighting stayed locked in a product-first mindset, holding back the very buildings it was meant to power. Firefly saw the gap. They had the technology, the expertise, and the track record. But perception was holding them back. They were seen as a premium lighting supplier, not the strategic force they had become. And in an industry still selling hardware, that wasn’t just limiting. It was obsolete. Firefly wasn’t here to compete in the old model. They were here to replace it.
2.
Solution
Firefly didn’t just rebrand. They rewired the industry’s expectations of what a lighting company could be. The shift was fundamental. Lighting wasn’t something businesses owned anymore. It was something they optimized. Instead of selling products, Firefly engineered an entirely new way for companies to consume light. Seamless, scalable, and built to eliminate waste before it starts. Everything about the brand reflected that shift. A bold, future-facing identity. Dynamic, fluid visuals that signaled adaptability and intelligence. Messaging built for decision-makers—no fluff, no features, just impact. More than a rebrand, this was a reinvention. Lighting-as-a-Service (LaaS) turned Firefly from a vendor into a leader of the energy transition. At the center of it all, a new perspective: “See light in a new way.”
3.
Impact
3.
Firefly didn’t just enter the $46.79 billion smart lighting market. They redefined what ‘smart’ meant.
→
Secured an exclusive partnership with Tuya Smart (reinforcing Firefly’s leadership in intelligent building solutions)
→
Expanded their presence in the smart lighting market (becoming a key player in Europe’s energy transition)
→
Repositioned as a strategic force in sustainable infrastructure (driving the shift toward Lighting as a Service)
1.
Challenge
Lighting isn’t just lighting anymore. Buildings are getting smarter. Infrastructure is getting automated. Energy is being optimized in real time. Businesses don’t just buy fixtures, they invest in intelligence. Yet, the lighting industry was still selling hardware in a world that had already moved beyond it. While other industries automated, optimized, and scaled, lighting stayed locked in a product-first mindset, holding back the very buildings it was meant to power. Firefly saw the gap. They had the technology, the expertise, and the track record. But perception was holding them back. They were seen as a premium lighting supplier, not the strategic force they had become. And in an industry still selling hardware, that wasn’t just limiting. It was obsolete. Firefly wasn’t here to compete in the old model. They were here to replace it.
In January 2013 Spring/Summer came to life with a clear idea of how a modern design agency could be run. Gathering the best talent fuelled by high ambitions and projects run in a way where quality is the last thing to be sacrificed, we design online shops, corporate websites and brand identities with a strong root in the Scandinavian design philosophies where functionality meets aesthetics and the whole becomes greater than the sum of its parts.
→
Your brand feels outdated.
→
Your brand feels outdated.
→
Your brand feels outdated.
1.
2.
Solution
Firefly didn’t just rebrand. They rewired the industry’s expectations of what a lighting company could be. The shift was fundamental. Lighting wasn’t something businesses owned anymore. It was something they optimized. Instead of selling products, Firefly engineered an entirely new way for companies to consume light. Seamless, scalable, and built to eliminate waste before it starts. Everything about the brand reflected that shift. A bold, future-facing identity. Dynamic, fluid visuals that signaled adaptability and intelligence. Messaging built for decision-makers—no fluff, no features, just impact. More than a rebrand, this was a reinvention. Lighting-as-a-Service (LaaS) turned Firefly from a vendor into a leader of the energy transition. At the center of it all, a new perspective: “See light in a new way.”
In January 2013 Spring/Summer came to life with a clear idea of how a modern design agency could be run. Gathering the best talent fuelled by high ambitions and projects run in a way where quality is the last thing to be sacrificed, we design online shops, corporate websites and brand identities with a strong root in the Scandinavian design philosophies where functionality meets aesthetics and the whole becomes greater than the sum of its parts.
→
Your brand feels outdated.
→
Your brand feels outdated.
→
Your brand feels outdated.
2.
3.
Impact
3.
Firefly didn’t just enter the $46.79 billion smart lighting market. They redefined what ‘smart’ meant.
→
Secured an exclusive partnership with Tuya Smart (reinforcing Firefly’s leadership in intelligent building solutions)
→
Expanded their presence in the smart lighting market (becoming a key player in Europe’s energy transition)
→
Repositioned as a strategic force in sustainable infrastructure (driving the shift toward Lighting as a Service)
1.
Challenge
Lighting isn’t just lighting anymore. Buildings are getting smarter. Infrastructure is getting automated. Energy is being optimized in real time. Businesses don’t just buy fixtures, they invest in intelligence. Yet, the lighting industry was still selling hardware in a world that had already moved beyond it. While other industries automated, optimized, and scaled, lighting stayed locked in a product-first mindset, holding back the very buildings it was meant to power. Firefly saw the gap. They had the technology, the expertise, and the track record. But perception was holding them back. They were seen as a premium lighting supplier, not the strategic force they had become. And in an industry still selling hardware, that wasn’t just limiting. It was obsolete. Firefly wasn’t here to compete in the old model. They were here to replace it.
2.
Solution
Firefly didn’t just rebrand. They rewired the industry’s expectations of what a lighting company could be. The shift was fundamental. Lighting wasn’t something businesses owned anymore. It was something they optimized. Instead of selling products, Firefly engineered an entirely new way for companies to consume light. Seamless, scalable, and built to eliminate waste before it starts. Everything about the brand reflected that shift. A bold, future-facing identity. Dynamic, fluid visuals that signaled adaptability and intelligence. Messaging built for decision-makers—no fluff, no features, just impact. More than a rebrand, this was a reinvention. Lighting-as-a-Service (LaaS) turned Firefly from a vendor into a leader of the energy transition. At the center of it all, a new perspective: “See light in a new way.”
3.
Impact
3.
Firefly didn’t just enter the $46.79 billion smart lighting market. They redefined what ‘smart’ meant.
→
Secured an exclusive partnership with Tuya Smart (reinforcing Firefly’s leadership in intelligent building solutions)
→
Expanded their presence in the smart lighting market (becoming a key player in Europe’s energy transition)
→
Repositioned as a strategic force in sustainable infrastructure (driving the shift toward Lighting as a Service)
Before
After
Before
After
“DEIFIED perfectly captured our vision in a design that aligns with the smart & tech look we were aiming for. Their creative approach and attention to detail resulted in a brand identity that is both striking and functional—completely ready for the future.”
Frank Visser
CEO & Founder Firefly
“DEIFIED perfectly captured our vision in a design that aligns with the smart & tech look we were aiming for. Their creative approach and attention to detail resulted in a brand identity that is both striking and functional—completely ready for the future.”
Frank Visser
CEO & Founder Firefly
“DEIFIED perfectly captured our vision in a design that aligns with the smart & tech look we were aiming for. Their creative approach and attention to detail resulted in a brand identity that is both striking and functional—completely ready for the future.”
Frank Visser
CEO & Founder Firefly
Client
Firefly
Type
Brand Transformation
Collaboration
UX design by Ewoud Offenberg. Enzo Greco, Creative Director. Aemilius Teunissen, Design. Development by Flatline. Project Management by Robin Van Bezouw. Copywrting Boy Hulsteijn.
Client
Firefly
Type
Brand Transformation
Collaboration
UX design by Ewoud Offenberg. Enzo Greco, Creative Director. Aemilius Teunissen, Design. Development by Flatline. Project Management by Robin Van Bezouw. Copywrting Boy Hulsteijn.
Client
Firefly
Type
Brand Transformation
Collaboration
UX design by Ewoud Offenberg. Enzo Greco, Creative Director. Aemilius Teunissen, Design. Development by Flatline. Project Management by Robin Van Bezouw. Copywrting Boy Hulsteijn.
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martijn@deified.nl
Founder
Outgrown your brand?
Let’s redefine it.
martijn@deified.nl
Founder
Outgrown your brand?
Let’s redefine it.
martijn@deified.nl
Founder