Case Study 10 (2023)

Drees – From Project Business to Consumer Brand

Strategic Consumer Product Design • Brand Relevance • Market Differentiation

Overview

Drees had long been known for its technical mastery in architectural lighting for complex project environments. Yet, in a competitive and increasingly design-driven industry, precision engineering alone could no longer secure differentiation.

The company needed a strategic product design approach — one that transforms engineering excellence into brand relevance, emotional resonance, and market visibility. Together, we developed a modular lighting system that redefined the Drees identity and positioned the company as a design-forward innovation brand.

The Design Concept:
Clarity, Modularity, Meaning

The resulting product is an elegant, two-part modular lighting system composed of small and large Y-shaped elements. Each emits light at its ends and connects to form flexible, organic lighting structures.

This modularity reflects strategic intent: it visualizes the company’s philosophy of combining engineering precision with creative expression, making complexity accessible and meaningful. It’s a design language that is both rational and emotional, translating performance into perception.

The Strategic Objective:
From Function to Meaning

The aim was not to create another luminaire, but to design a strategic brand icon — a product that embodies the Drees DNA and communicates excellence beyond the technical sphere.

The modular Y-system became a symbol of transformation:

From project-based engineering to brand-driven innovation
From functional performance to emotional connection
From technology to strategic meaning

By bridging engineering and emotion, the design defines a new strategic narrative for Drees.

Market Impact:
Visibility, Differentiation, Leadership

The system’s launch at Light + Building marked a pivotal moment. It attracted significant media attention, strengthened the brand’s design reputation, and established Drees as a thought leader in strategic product design within the lighting industry.

The modular Y-system has since evolved into a brand-defining icon, technically sophisticated, visually bold, and strategically differentiated.

Executive Insight

At C-level, design is not a surface discipline, it’s a strategic asset.
The Drees case shows how strategic product design can:

Translate engineering excellence into emotional brand relevance
Strengthen visibility in competitive markets
Shape long-term brand perception and business value

When design aligns with strategy, it doesn’t just create products, it builds meaning.

Discover how strategic product design can elevate your products and brand.

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The Design Concept: Clarity, Modularity, Meaning

The Strategic Objective: From Function to Meaning

Market Impact: Visibility, Differentiation, Leadership

Executive Insight

Discover how strategic product design can elevate your products and brand.

The Design Concept:
Clarity, Modularity, Meaning

The Strategic Objective:
From Function to Meaning

Market Impact:
Visibility, Differentiation, Leadership