Firefly Irrigation & Lighting came to us originally under another name, which we noticed from the beginning would be a challenge. The original name had some positive attributes, but it was far too long, and this rebrand presented an opportunity to tighten it up in the process.

The new name, which ultimately became Firefly, was going to drive the direction of the project. Firefly became a natural choice, since it tied into the landscape lighting part of the business, but the positive symbolism associated with Fireflies worked in the brand’s favor, which the company wanted to be extremely friendly and have mass appeal.

Whereas most irrigation companies in their market relied on industry cliche blues and greens with clip art sprinkler logos, we helped Firefly come up with a disruptive neo-retro look that would help them start to stand out in such a crowded space.