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CurrentCurrentCurrentCurrent

Two industry giants come together
to form the new – Current, a category
challenger brand set to be “Always On”
– on time, on track, on trend and on demand.

Next

(01)

Client
Overview

Current is elevating people’s lives with the industry’s most advanced lighting and intelligent controls.

At Current, inspiration flows both ways. In creating beautiful, functional, safe and sustainable environments, we’re inspired by the people who live, work and play in those spaces. Our products don’t just fit the specs; they’re designed to fit you.

CLIENT: CURRENT
SECTOR: INDUSTRIAL LIGHTING

PREVIOUS
     CONCEPTS

White slide with the words Current Brand Concepts in small text at the top left, and Precise 01. in large text at the bottom left and right corners.
Modern building at night with warm, illuminated ceiling lights. Green geometric logo in the upper left, and text reads For a More Brilliant World. and Current in bright green at the bottom.
Two-sided business card on a dark background. The front is bright green with Current in large white text. The back is white with a green logo, contact details, and the name James Benson, Director of Strategic Marketing.
A website mockup features a green flower logo, navigation links, and a photo of a ceiling light. Text sections read Architectural Lighting and Interior Directional. A large green graphic decorates the right side.
A graphic design for Current, a Daintree Company, featuring green and white sections with text such as Always On, Advanced Lighting & Intelligent Controls, and CurrentLighting.com, along with a star-like logo.
A green geometric starburst symbol on a light grey background. In the bottom right corner, small green text reads: TRAITS + FUTURE FORWARD + BOLD + INSIGHTFUL + EXPANSIVE.
The word Current in black text, followed by a white asterisk-like symbol, centered on a bright green background.
Black background with white text that reads: This brand is ahead of the curve, looking to the future while learning from the past. Large text at the bottom says Prescient 03.
White background with the words Current Brand Concepts in the upper left, and Prescient 03. in large text at the bottom.
A modern ceiling with multiple round hanging lights. Large orange text reads ALWAYS ON with an asterisk replacing the O. At the bottom, the CURRENT logo, slogan, and website are visible.
Two business cards on a black background. The left card is white with contact info for James Benson from Current Lighting. The right card is orange with the word CURRENT in bold white text and the tagline Always On.
A modern website interface for a lighting company called CURRENT, featuring a navigation menu, large orange logo graphic, product categories, and a photo of ceiling lights displayed on a dark background.
A graphic collage featuring the word CURRENT in bold orange and white text, asterisk-like orange symbols, and phrases like FOR A MORE BRILLIANT WORLD and ALWAYS ON in black, orange, and gray color blocks.
An orange geometric symbol resembling a sun with a horizontal bar in the center, displayed on a white background. In the lower right corner, orange text reads: TRAITS + ENERGY + POSITIVITY + CLARITY + FOCUS.
White text reading “CURRENT” and a white asterisk-like symbol to the left of the word, centered on a solid orange background.
White text on a black background reads: “This brand is compelling, driven, simple but not simplistic. It’s the framework for an illuminated vision.” Below, “Provoking 02” appears in large font.
White slide with the words “Current Brand Concepts” in the upper left, and large text at the bottom reading “Provoking 02.” in black font. The layout is minimal with ample white space.
A minimalist black background with a white geometric hexagon logo on the left. Below the logo, the text ALWAYS ON is displayed. On the right, the word CURRENT is written vertically in bold white letters.
Two sides of a black business card: one side has a white geometric logo; the other side has the name CURRENT in large text, contact details, and a job title in white sans-serif font on a black background.
A modern architectural design webpage features a hexagonal photo of a minimalist staircase inside a sleek, gray interior with large windows and trees visible outside. The word CURRENT appears in bold at the top left.
A modern, monochrome website layout for “Current” lighting features geometric hexagon logos, bold sans-serif fonts, and menus listing indoor and outdoor lighting categories. The design uses black, white, and gray sections.
A minimalist design with six white hexagons arranged in a diamond pattern on a black background. In the bottom right corner, small text reads: TRAITS + BALANCED + CALCULATED + PRECISE + ENERGIZED.
White text CURRENT with a geometric flower-like icon to the left, all set against a solid black background.
White text on a black background reads: “This brand is sharp, balanced, intricate, and to the point, all rooted in the mechanical and technical history of the company. Precise 01.”.
Cover of a magazine titled Current featuring a close-up photo of a modern building facade with geometric lines, white panels, and a reflective glass window. Text below reads: Architectural Lighting Inspiration Guide Spring 2022.Cover of a magazine titled Current features a modern ceiling spotlight against a minimalist background. The text reads Architectural Lighting Inspiration Guide, Spring 2022.Magazine cover with a geometric logo, a photo of an industrial ceiling with orange trusses and hanging lights, and text reading Architectural Lighting Inspiration Guide Spring 2022 Current.
ALWAYS ON
White text on a light gray background reads, DISCOVER THE MARK OF A NEW ERA. The letter O in DISCOVER is stylized with a circular camera shutter icon.White text on a light gray background reads Current in large letters, followed by a circular geometric logo with a dot in the center and a square border.

Color palette

WHITE

HEX:
PMS:

FFFFFF
000
–

C:
M:
Y:
K:

00
00
00
00

gray mid

HEX:
PMS:

AAAAAA
P 179-6 C
–

C:
M:
Y:
K:

36
27
28
7

BLACK

HEX:
PMS:

1C1C1C
Black 6C
–

C:
M:
Y:
K:

78
66
60
81

Product focus

A collage of modern lighting designs, featuring chandeliers, pendant lights, geometric fixtures, and architectural buildings with integrated lighting, in various metallic, black, and minimalist styles.Collage of modern architectural lighting, featuring pendant lights, circular and linear fixtures, spotlights, gold metallic lamps, and exterior building lights against sleek geometric backgrounds.

(02)

Business
Immersion

WHAT WE DID

naming

marketing materials

client / market research

presentations

mission, vision, values

social branding

positioning / messaging

website design

brand strategy

explainer video

content development

We came
Together

Close-up of a modern glass building facade with reflective windows and a sleek black frame accented by a thin, glowing orange light strip.A black and white geometric design featuring concentric circles and squares, with a black circle in the center surrounded by a white square, all enclosed within a black circle.
Angled black panels intersect with diagonal white LED light strips; one section reveals a wood texture underneath, contrasting with the sleek modern design.Light gray text on a white background reads TO SET YOU APART, with a subtle square and circle design inside the O in YOU. The text is large and spans the image.
Minimalist graphic with large, faint text reading WE CAME TOGETHER TO SET YOU APART. Features a black-and-white ceiling light fixture and a corner of a modern glass building, with a circular logo in the top right.

Icon set

Led
Lighting

Controls
Sensors &
IoT Solutions

Energy
Management
Systems

Disinfection
for Occupied 
Spaces

Horticulture
Lighting

Commercial
Lighting

Industrial
Lighting

City/Urban
Lighting

Specialty
Lighting

Typographic
Hierarchy

Headline
Aeonik Regular – Current Black
46pt on 46 pt leading

A stick figure sitting at a desk with a computer, looking confused, while a cat walks on the keyboard. The screen displays jumbled text and the room has a simple window and lamp.

Discover current.
Uncover Value.

Subtext
Aeonik Light – Current Gray
14pt on 18 pt leading

A stick figure sitting at a desk with a computer, looking confused, while a cat walks on the keyboard. The screen displays jumbled text and the room has a simple window and lamp.

lque nost re la niscia ipsam volendipicab is cone aut volessin consequat labo rehendae occab ius eatatem non conessi repera.

Subheading
Aeonik Regular – Current Black
22pt on 26 pt leading

A stick figure sitting at a desk with a computer, looking confused, while a cat walks on the keyboard. The screen displays jumbled text and the room has a simple window and lamp.

Lorem ipsum dolares

Ne qui bernamus a isitem eos sequam faccuptur, omnis illenet intium nonse natinis cipsant. Pudi ut hitat lacia dolupta sunt dolorehendis est, quiae non et bid ute qui dolu ptatium faccum facculpa d es audan to.

Paragraph Heading
Aeonik Medium – Current Black
9pt on 13 pt leading

A stick figure sitting at a desk with a computer, looking confused, while a cat walks on the keyboard. The screen displays jumbled text and the room has a simple window and lamp.

Volessin pora consequat?

Body Copy
Aeonik Regular – Current Black
9pt on 13 pt leading

A stick figure sitting at a desk with a computer, looking confused, while a cat walks on the keyboard. The screen displays jumbled text and the room has a simple window and lamp.

Rerehene quis sitio repudae nobisci odi psan dipicillibus min cus nonecae suntiun tissus aut is iur, quiam volupti orepere nisquat emodis exerum reicient labore sunt ut mos nem quisimus dolu ptatium num lignita sperrovid estrum dolectur, officium iuntia sum qui custia volup.

An abstract image divided horizontally: the top half features a white background with a grid of short black dashed lines, while the bottom half has a black background with a grid of short white dashed lines.A grid of evenly spaced short horizontal and vertical gray lines on a white background, forming a pattern of small squares with gaps at each corner.A black background with a grid pattern of small white dashes, each forming a plus sign at regular intervals, creating a geometric, optical illusion effect.
A modern building with illuminated ceiling lights at dusk, featuring large glass windows and metal railings. The website text reads: “The New Current is Here, and Always On.”.
A branding mockup for “Current” featuring letterhead, envelope, business cards, and logo, all in black and white with bold typography and a circular icon resembling a camera aperture.A set of business stationery for Current, including a letterhead with a logo, contact details, and a sample letter; branded envelopes; a business card; and various black-and-white designs featuring the company logo and slogan.

New Employee
Post

A collage with six welcome graphics features professional headshots of three individuals, each image containing welcoming text, their names, titles, and the Current company logo on a white or gray background.
A smiling woman with long red hair stands indoors wearing a sleeveless black top. Text on the left reads, Welcome to a bold new era, Sandra. The bottom lists her name, title, and the company Current.
A man in glasses and a suit stands indoors. Text reads: You make us better, Karl. Welcome aboard. Below, it says Jacob Smith, Logistics Project Manager and Always On. A circular logo is in the top left corner.
A smiling person in a light-colored blazer is pictured next to the text, Our team just got even brighter. Below, it reads: Janette Dough, Senior Lighting Specialist. Always On. A circular logo is in the top left corner.
A smiling person in a gray blazer stands by a window. Text reads: Our team just got even brighter. Below, it says: Janette Dough, Senior Lighting Specialist, Always On, and Current with a circular logo.
A smiling woman with red hair wearing a sleeveless black top stands indoors. Text reads, Welcome to a bold new era, Sandra. Below, it says Sandra Williams, Logistics Project Manager and Always On.
A man in glasses and a suit stands indoors. Text reads: You make us better, Karl. Welcome aboard. Bottom text: Karl Smith, Logistics Project Manager. Always On. Current. Company logo is in the top left corner.

General Post and
New Content

Curved hallway with vertical light panels on the walls, glowing with warm light. Large text reads, Inspiration flows both ways. Bottom left notes Architectural Lighting, New Collection, Spring 2022. Logo on bottom right.
Black background with white text: Architectural Lighting. On trend. On time. On demand. Always On. Current with a circular geometric logo next to Current.
Modern building with illuminated architectural lighting at dusk. Text reads: Inspiration flows both ways. Architectural Lighting, New Collection, Spring 2022.
Black background with white text reading On trend. On time. On demand. Always On. The word Current is vertically aligned on the right, with a circular geometric logo below it. Architectural Lighting is in the bottom left corner.
A cylindrical ceiling light fixture shines downward beside text that reads, Intelligent lighting for a brighter future. Additional text indicates its a case study on climate action from June 2022, with a geometric logo above.
A modern building facade with the text: Intelligent lighting for a brighter future. Additional text: Case Study, Climate Action, June 2022, and the word Current vertically on the right side.

Logo Layouts

Ten white sheets are displayed in two rows. Each sheet has a grid or lined pattern in pink, with the word Current and a small circular logo placed in different locations and sizes on each sheet.A grid of twelve minimalist posters features a winding staircase with a glowing handrail and dark vertical balusters. Each poster varies in framing, the presence of the word Current, and a circular logo.
Six white sheets of paper, each with the word Current and a circular logo. The sheets display different layouts of pink grid or line patterns and varying placements and sizes of the logo and text.Six white poster templates with pink grids and the word Current in various positions and orientations. Each poster has a camera icon in different corners or alongside the text.

AD Campaign

A collage of 16 small images showing various lighting fixtures and technologies, overlaid with the text 1+1=39. Below are descriptions of the new company, Current, and an invitation to explore their lighting solutions.
A modern, softly-lit hallway with curved walls and ceiling lights is shown behind white text that reads, “Discover the mark of a new era. Below, additional text introduces the lighting company, Current.

Brand
Guide

A black cover page with white text reading Current Brand Guidelines Version 1.0 2022 at the top and Current in large letters with a geometric logo next to it at the bottom.
A minimalist brand guide cover with large text reading Keep it Current. and smaller text describing the guide’s purpose, emphasizing brand consistency in logos, colors, fonts, icons, layout, and voice across mediums.
A gray slide titled 01. Logos & Brandmarks in large black text, with a minimalist design and a navigation menu at the bottom featuring sections like brand guidelines, logos, typography, color, and website.
A black cover page with white text reading Current Brand Guidelines Version 1.0 2022 at the top and Current in large letters with a geometric logo next to it at the bottom.
A minimalist brand guide cover with large text reading Keep it Current. and smaller text describing the guide’s purpose, emphasizing brand consistency in logos, colors, fonts, icons, layout, and voice across mediums.
A gray slide titled 01. Logos & Brandmarks in large black text, with a minimalist design and a navigation menu at the bottom featuring sections like brand guidelines, logos, typography, color, and website.
A white page displays the word Current in large, bold black letters at the center, with smaller text and navigation links along the top left and bottom edges.
A black-and-white geometric logo with concentric circles and squares is centered on a white background. Text about the logos design and rules appears at the top and sides of the image. Icons and section labels are at the bottom.
The image shows the word Current in bold black font with a circular icon containing geometric shapes to the right of the word, all on a white background. Minimalist design elements are present.
A white slide features the Current logo in bold black letters with a circular icon, the tagline Always On. below, and minimal black text in the corners describing logo and tagline guidelines.
A logo palette displays three versions of a Current logo: black on gray, white on light gray, and white on black. Each features the word Current with a circular icon on the right.
A logo palette showing the Current logo in three color variations: black text on a white background, black text on a gray background, and white text on a black background.
A design layout showing the Current logo in black text with a circular icon at the end, centered on a white background with faint guidelines illustrating logo clear space.
A grid layout sheet shows ten variations of a circular logo with the word Current placed in different positions and orientations on each square, demonstrating possible logo placements. Text and labels appear above and below.
Two subbrand cards side by side: the left card (Forum) shows a modern meeting room with tan chairs around a long table; the right card (Daintree) shows a bright office ceiling with white grid lights.
A minimalist webpage displays the logo for Current Chemicals in bold black text on a white background. Menu options are listed at the bottom, including Lighting, Guidelines, Logos, Topography, Color, Elements, Photo, Application, Website, and Brand.
Light gray slide with the large text 02. Typography across the top. A navigation bar with small labels and icons appears along the bottom edge of the image.
A dark background displays the Aeonik typeface in Thin, Light, Regular, Medium, and Bold weights, with uppercase, lowercase, and numbers shown. Text describes usage for headlines, subheadings, paragraphs, and details.
A gray background with large black text reading 03. Color Palette. Smaller text and icons are aligned along the bottom, indicating sections like logo, typography, color, and website.
Three large squares show a color palette: white on the left, gray in the middle, and black on the right, each labeled with their color codes. Navigation options are displayed at the bottom of the image.
A gray slide with large black text reading 04. Brand Elements and a small horizontal navigation menu with icons and labels along the bottom.
Three rectangular panels in white, gray, and black each display the same geometric grid pattern made of plus signs and lines. Header reads Brand Patterns with navigation and brief text at the top.
A grid of icons representing various lighting categories, including LED, controls, energy management, disinfection, horticulture, commercial, industrial, city/urban, and specialty lighting, with labels under each icon.
A minimalist gray slide with large text reading 05. Photography at the top. Thin white lines divide the slide, and small icons and labels appear along the bottom edge.
A collage of ten modern architectural photos, including building exteriors, unique ceilings, illuminated hallways, staircases, and corridors with creative lighting and geometric designs. The title reads Architectural spaces.
A collage of modern lighting designs, including hanging bulbs, rings, spotlights, and architectural lights on building exteriors, shown under the heading Product focus.
A layout guide showing various grid-based photo positioning examples for consistent photography alignment, with different image sizes and placements on a white background.
Large text 06. Application is centered on a gray background with thin white lines. Along the bottom are small white icons and text labels for different sections, such as Logo, Typography, and Color.
A branded stationery set on a gray background includes a letterhead, envelope, business cards, and note card, all labeled Current with a modern black and white design and circular logo elements.
A slide displays six sample employee welcome posts featuring portraits of three individuals, each with welcoming text and the Current company logo, showing various layouts and color schemes.
A dark interface displays six rectangular design samples with text about lighting and innovation, labeled “Current.” A navigation menu runs along the bottom with circular icons and section titles.
A digital design layout shows six variations of a card reading Were lighting up Las Vegas. Current on a black background, with differences in color, contrast, and text formatting.
Three modern magazine-style covers are displayed side by side, each labeled Current with different architectural photos: a building exterior, a ceiling lamp, and an orange industrial ceiling structure.
Two pages of a branding guide feature architectural lighting photos, bold text reading “Inspiration Flows Both Ways,” and sections about logo, typography, color, photo, applications, website, and brand at the bottom.
A brochure spread featuring a close-up photo of a metallic cylindrical object on the left and a black section on the right with Architectural Lighting and a numbered list of five items in white text.
A digital brand guide for Current shows organized sections on logos, typography, colors, photography, and applications. Slides display logo designs, sample layouts, color swatches, and image examples on a light background.

TESTIMONIAL

“From the onset, the way that Venthio presented themselves and engaged with our executive team gave us the confidence they could deliver a brand that is truly world-class. Their processes helped us clarify who we were moving forward and develop  a visual brand identity which is second to none. They are genuinely great people.”

James Benson | Former Senior VP. of Mktg., Current

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