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Powerful brands win the industry game not with a single, beautiful product, but with entire product portfolios that are not only coherent, but also embody the values of the organisation and are aligned to their visual brand tonality. In close, interdisciplinary collaboration with LEDVANCE, a world leader in innovative lighting products and smart lighting solutions, Phoenix Design developed a design strategy that takes the very expression of the visual brand into 3-dimensional product-appearance. The resulting visual brand language – SCALE – is a design system that will allow maximum flexibility in application, yet ensure consistent brand tonality for all future products to come.