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LG ESS STRATEGIC BRAND ALIGNMENT

Showing Pro audiences that Life’s Good for them, too.
The image shows the LG logo. The logo comprises a white

WHAT WE DID

  • Positioning
  • Messaging
  • Brand Refresh
  • Content Strategy
  • Content Design
  • Brand Architecture
LG stands for Life’s Good. It’s their company mantra, tagline, ethos, what they work toward every day, built into who they are. 

LG Energy Storage Solutions — aka LG ESS — realized they could stand to make life even better for their professional installers and sales reps. 

They called up the folks who prioritize pros as much as they do. And we built a bridge back to the people who could become the loudest LG ESS cheerleaders.

Energizing the Pro Program.

When enrolled with LG ESS, pros have access to a whole heck of a lot. Training. Rewards. Manuals. And solutions for just about every area of a storage company’s business. 

This campaign shows confident pros maneuvering day-to-day tasks, backed by the power of LG — as indicated by a subtle red glow. 

Power to the Pro.
Two posters feature delivery workers in cars wearing black hats and uniforms. The left says, "We Keep Our Pros Plugged In." The right shows a woman and reads, "More Power to the Pro." Both promote the LG Pro Program.
Image displays multiple pages from a brand guideline document, showcasing typography, logos, color palettes, and various content layouts. The pages are arranged in a diagonal grid, highlighting different sections of the brand's visual identity and design standards.

A marketer’s guide to powering pros.

The Power to the Pro campaign idea handed every marketer at LG ESS a springboard, an idea generator on how to connect with their pro installers. 

The guidelines gave them the tools to keep it going for years to come. Yep, there were the typical typography and color palette guardrails. However, the guide also included a point-of-view on what to do in a variety of channels from print and paid social to SEM and sales sheets.  

Power to the Pro — and to the LG ESS marketing team.

A laptop and a smartphone on a wooden desk display LG Electronics' website, showcasing a woman in a uniform and text about pro support services. The screens feature vibrant colors and the LG logo.

A one-stop charging spot on desktop (and mobile).

Messaging goes far, but only so far. Naturally, we took it a step further. 

The Pro Portal provides everything a professional installer needs to support their business. Collateral like brochures and flyers on demand. Training like webinars and in-person sessions available. Lead generation by way of visibility on the LG PRO Installer directory.

Power to the Pro — and to their business.

Life’s Good for Pros, too.

The meaning of Life’s Good is clear to a consumer audience. Now, that enduring LG mantra, tagline, ethos is clear for professional installers, too. 

LG ESS is backed by resources, support and a brand that makes Pros feel recharged.

Life’s Good, indeed.
A smiling delivery worker in a dark uniform and cap stands outdoors, holding a clipboard and looking at it, with modern buildings and soft, warm lighting in the background.

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