Frandsen Project has launched a new and ambitious lighting brand; rewired. rewired has teamed up with Sunrise to develop the brand’s communication concept in connection with its rollout in retail stores across the country and abroad.

Frandsen Project is an established player with prominent names such as Starbucks and Hilton in the company’s order book. Frandsen Project has ample experience within the B2B and contract markets, but little experience within the B2C market in which rewired is set to make a dent, and this is where Sunrise comes into the picture.

“We are excited about the rollout of some of our classics as well of some novel additions aimed at the B2C market”, says Thomas Hansen, Director at rewired and Frandsen Project. “As we are launching to a new segment and moving in to a new playing field, there is no doubt that this requires a strong brand foundation and a crystal clear profile, and that’s why we have chosen Sunrise. Sunrise has demonstrated a solid understanding of our business and the primary business drivers. Against this backdrop they have developed an intriguing communication concept that we believe can strengthen our position in a very competitive market and allow rewired to build a strong platform for future growth”, says Thomas Hansen.

Defining a clear profile

According to CEO and co-owner Simon Hertz at Sunrise, it comes down to defining a clear and sharp profile that resonates with the quality-conscious and picky buyers that rewired is targeting. “To us, it is always exciting to work with companies that demonstrate an uncompromising attitude and have huge ambitions and aspirations on behalf of their products”, says Simon Hertz. “We are pleased with the result of the process, and we feel quite confident that the communication concept we have developed for rewired can help realize their full potential”, he says.
To begin with, the roll-out of the communication concept will include a new website, print material and a content film.

Addition to a strong portfolio

rewired is the latest addition to Sunrise’s interior and design portfolio. Sunrise has past experience within this field from working with recognized brands with the likes of EGE, Carl Hansen & Søn, and Rosendahl Copenhagen. “Through the last years, we have built upon our insights and experiences related to this industry, which is a traditional Danish stronghold”, Simon Hertz says, “this will also benefit future clients within this field”, he concludes.

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