MNG & our implementation teams partnered to deliver a total brand and digital overhaul for Illumination Lighting (Donabate). The objective was to evolve a traditional premium retailer into a multi-channel leader, modernising their identity through high-impact media while building a scalable Shopify ecosystem to automate complex inventory and financial workflows.

Tilt and Rage executed a dual Digital & Brand Transformation for Illumination Lighting (Donabate). Introducing a completely new sales channel was always going to be risky, but the results would speak for themselves in an ever changing digital landscape.

Brand Evolution (Rage): A complete identity overhaul, logo, slogan, and high-reach outdoor/radio campaigns.

Multi – Channel Integration (Tilt): Connecting Shopify to physical POS and accounting systems to create a ‘single source of truth’ for inventory and finance.

The Creative Vision

What makes a dinner romantic? What makes a house a home? What makes an office comfortable? The lighting. You can define the mood of any setting with the perfect lights. From this insight, our creative strategy was born: Illumination Lighting – You define the mood.

Creative Rebrand: Repositioned the brand as Ireland’s premier lighting destination through targeted, multi-channel assets including logo, slogan and website.

Photography & Videography: Directed and produced a comprehensive photoshoot to generate high-end assets for the launch campaign.

Multi-Channel Media Campaign: Introduced Illumination Lighting to the market via a dual-phased campaign across radio, out-of-home (OOH), print, and social media.

Technical Automation: Engineered real-time synchronisation between the physical showroom and the e-commerce store, completely eliminating manual data entry.

UX Optimisation: Built a high-performance e-commerce platform designed to seamlessly handle complex, large-scale product catalogues.