Thorn Lighting

Lighting the way


Thorn is one of the world's most recognised and established names in commercial lighting. Wanting to promote their range of outdoor products curated specifically for retail businesses, they called on Cubic to deliver a creative campaign that could shine a light on Thorn's unique features and benefits.

  • Research and analysis
  • Campaign strategy & identity
  • Illustration
  • Language and tone
  • Copywriting
  • Campaign development
  • Printed collateral
  • Campaign launch


Within 6 months of the campaign's launch, the number of active leads of Thorn's outdoor lighting range were up 210%.

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The lightbulb moment

Needing to make the campaign simple and accessible, as well as give Thorn’s sales team the necessary tools to market the range, we immediately got to grips with the entire customer journey for retail environments. By identifying 5 key stages – from entry to car parks to in-store lighting – we were able to build the campaign’s communications in a structured yet relatable way.


Spotlight on illustration

Using a modern illustration style to showcase audience behaviours, as well as highlight the many features and benefits of the lighting range, was a clear point of differentiation within the market. We also built on the core Thorn identity to allow the campaign to flex seamlessly across both digital and printed applications.


Illuminating the difference

Needing to communicate to a broad range of audiences – from architects to specifiers to building planners – we developed a range of materials that allowed buyers to dip in and out of various stages across the customer journey. An interactive digital brochure – alongside other tactical touchpoints – meant the buying experience was immersive and inspiring, yet still informative.

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We’ve received incredible feedback on the campaign from customers, as well as our own sales team – all of whom recognise the role it’s played in making the buying process easier and simpler.

VP of Marketing, Thorn Lighting

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Creative thinking meets commercial reality