Free the birds

Branding, Communications

People Light Our Way: Regent Lighting Brand Campaign

We were appointed to create a visual proposition and brand campaign for Swiss-based Regent Lighting who are renowned for their beautifully designed, innovative lighting solutions, in both commercial and residential properties, with work including lighting for Pathé, L’oréal, Qatar Railways and Mercedes-Benz.


With over one hundred years of heritage, Regent Lighting’s core philosophy has always been about people, with every innovation, design and product born out of a restless quest to improve and enhance their work and living spaces. The people who plan, the people who install, the people who ultimately benefit from the optimised atmosphere their lights and luminaires create.

And now, more than ever, when our offices and homes have often moulded into one, this ambition is paramount.


Our work represents the largest campaign that Regent Lighting has undertaken in its century-long history, using only the actual people touched by the lighting through their expertise and connections; from the designers and architects through to schoolchildren; all brought to life with the endline: “People Light Our Way”.


As well as showcasing classic products, our advertising features the newly-launched, revolutionary desk light called “JOKER”that streams an infinitely personalised and precise ray of light demonstrated by Kornelius – Lighting Designer; and a ground-breaking, new ultra-flat thin lighting product called “Run+” that allows designers to achieve an unlimited, seamless line of beautiful light, without breaks or shadows, showcased by Patrick – Architect.


The new Regent Lighting products and brand visuals can be previewed on Regent Lighting’s website and will appear in an above-the-line print campaign in high-end, architectural and lighting publications in Switzerland, Germany, France, Austria, and Italy until the end of the year. They will also be showcased in the Switzerland and Germany-based showrooms when circumstance permits.


Sybille Johnner, Head of Marketing at Regent Lighting, said: “Free The Birds have beautifully dramatised the role people play in both the creation, and enjoyment, of our products. Selection and implementation play a key role too: architects and lighting planners pick the ideal lighting while electricians are looking for easy to install/handle luminaires.  We are excited to launch our new look in our Regent Lighting centres, and through the advertising campaign across Europe – as it has encapsulated our ethos and directly shows our people at the heart of our products.”


Paul Domenet, Communications Creative Director at Free The Birds, said: “Lighting is such an inspiring subject creatively: the campaign respects the company’s heritage, demonstrates the human connection and showcases the lighting technology. It has been fascinating to explore Regent Lighting’s design process and the relationship between light and its influence on people’s environments and states of mind.”