Paul Nulty Lighting Design, a rapidly-growing UK architectural lighting design practice, officially relaunched to the market as ‘Nulty’ last night at the National Theatre London.
Creative branding agency Underscore led the rebrand project, aimed at creating a unique, simple and recognisable brand identity to help challenge the dominant players in the industry.
Paul Nulty, founder and managing director of Nulty, believes that the rebrand is also a celebration of the talent within the business, which has grown from a one-man band to a team of 30 in under four years. He said: “We have wonderful directors, associates and creative and technical designers so ultimately it’s about giving that talent a forum within which to grow and collectively expand the reach of the business.”
The new brand name is accompanied by a fresh visual identity centred on the brand story of ‘more than meets the eye’. The Underscore strategic team identified the power of this story following an immersive exercise with both internal and external stakeholders to gauge what lay at the core of the business.
A simple ‘plus’ is used in conjunction with the brand logo to represent this brand story, and is used throughout various brand materials alongside the tag ‘more than…’ to signify how Nulty delivers beyond what is expected of a lighting design practice. A secondary brand mark called the ‘Gestalt N’, using two pluses to create the Nulty ‘N’ in negative, also suggests that there is more to the brand than is first apparent.
Neil Stanhope, founder and managing director of Underscore, said: “We’re extremely proud of the Nulty project. Getting underneath the skin of the existing brand and the market enabled us to deliver something that truly reflects the Nulty vision and ambition and makes a connection with the people that matter. At every touch point, it was crucial that the Nulty story of ‘more than meets the eye' came through and we as a team feel like we’ve achieved that.”
Underscore is based in Oxford Circus, London.