Obsidian—Infusing a Future Vision in Creative Lighting: the Evolution from Elation Professional

Background

Elation Professional, known for lighting up stages around the world—from Imagine Dragons’ and Dave Matthews’ concerts to the Super Bowl halftime shows—sought to expand its product portfolio by introducing a new brand. Following the acquisition of the M-Series controller platform, Elation aimed to launch a distinct brand under its umbrella. The goal was to create a fresh identity for this new venture, named Obsidian, while maintaining the innovative spirit that defined Elation Professional.

Challenge

The main challenge was to develop a new brand identity for Obsidian that would thrive under Elation Professional without overshadowing or conflicting with the parent brand’s legacy. The task was to craft a brand that would appeal to Elation’s existing, highly engaged community while also drawing in new users. We needed to find the right balance between technological sophistication and creative expression to engage both technicians and artists alike.

Approach

Our approach was rooted in strategic insights, creative vision, and community engagement:

• Insightful Research: We conducted deep research to understand the core audience of Elation, focusing on their needs, preferences, and how they balanced technical proficiency with artistic creativity. This informed our strategy to ensure Obsidian would resonate authentically with this niche market.
• Strategic Branding: Using these insights, we developed a brand strategy that captured the duality of creativity and precision. This allowed Obsidian to carve out its own identity while complementing Elation’s legacy of innovation.
• Creative Naming: We chose the name “Obsidian” to symbolize strength, precision, and a new beginning, and extended this to the product line. The names “Onyx” (software platform) and “NX” series (hardware controllers) reflected the core values of technical excellence and engaging user experience.

Solution

Obsidian emerged as a dynamic new brand, effectively blending innovation, creativity, and community engagement:

• A Distinct Identity: The name Obsidian, inspired by volcanic rock, symbolized strength and a fresh start. The visual identity combined artistic fluidity with technological precision, creating a brand that balanced creativity and functionality.
• Engaging Product Line: By introducing “Onyx” as the software platform and the “NX” series for hardware controllers, we ensured a cohesive brand experience that reinforced Obsidian’s identity and mission.
• Community Re-engagement: Our strategic branding and product naming helped re-engage Elation’s existing community while attracting new enthusiasts, positioning Obsidian for growth as part of the Elation family.

Key Takeaways

The successful launch of Obsidian under Elation Professional proved that strategic, well-executed branding could establish a new identity without overshadowing its parent brand. With a 27% increase in followership, 66% year-over-year user growth, and a 2.04% Facebook engagement rate, Obsidian exemplifies how new brands can thrive under a parent company. This project demonstrated the power of combining strategic insight and creative execution to engage communities, set new industry standards, and drive growth.