Signify Dynalite: The Legacy Continues
Brand Relaunch Animation
Art direction, illustration, animation. In collaboration with QC Video.
Dynalite has been powering smart building environments around the world since 1987. When the brand transitioned from Philips to Signify, it wasn't just a name change.
It was a chance to shed a decade of corporate restraint and find a visual identity that actually felt like them.
The Challenge
After a decade under the corporate guidelines of Philips, Dynalite faced a fundamental identity shift. The transition to Signify Dynalite wasn't just a rebrand. It was an opportunity to break away from corporate coldness and embrace a warm, authentic, human-centred personality.
The project required a careful balance: introducing a new visual language that felt genuinely approachable, while still honouring the brand's Australian heritage and global reach.
The Solution
To signal this departure from the Philips era, I moved away from sterile corporate motion design in favour of a bespoke, hand-illustrated narrative.
This artisanal approach served as a deliberate pattern interrupt for the brand, immediately distancing Signify Dynalite from its predecessor. By prioritising storytelling and human touch over generic vector assets, I created a brand reintroduction with genuine longevity, transforming a technical rebrand into an engaging story about the brand's evolution and its future.
The Impact
The finished film gave Dynalite something most technical brands never manage: a personality. The hand-drawn aesthetic, complete with an illustrated Australian koala and warmly rendered environments, signalled immediately that this was a brand comfortable in its own skin.
Where most brands in this space default to a cold, high-tech look that's become increasingly difficult to differentiate, Dynalite arrived at its relaunch feeling genuinely distinct. The response from the client team was that it captured exactly who they wanted to be.
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