Abandoning darkness at The Garage Soho.

Brand Strategy
Brand Identity
Tone of Voice
Art Direction
Copywriting
Website Creative Direction
Print
Design

Anglepoise is a household name so ubiquitous that the brand has become the product type. The challenge was to move the Terry family’s heritage into a future-facing era that reclaimed the brand's identity from its own imitators to build a generational brand with a distinct point of view.

The team worked to clarify the brand’s vision and mission to define a flagship brand idea and launch it ATL.

THE WORK

The team established the brand’s first formal strategy, providing the foundation for Sir John Hegarty to land the brand idea: 'Abandon Darkness'. The work leaned into the cultural impulse to personify - famously showcased by Pixar - but repositioned the lamp as an active character rather than a static object. Following the film’s launch, we developed the identity for the ‘Guarantee for Life’ and expanded the art direction into a comprehensive visual treatment across brand design, press and print.

THE RESULTS

The 'Abandon Darkness' platform successfully modernised the brand’s legacy, providing the foundation for its first-ever Above the Line work. By moving the conversation from product specs to a philosophical mission, Anglepoise re-established itself as the definitive design authority in a saturated market. The framework secured the brand’s relevance for the next generation of the Terry family, ensuring the icon remains as functional in the future as it was in the past.