CTB LIGHTING
For nearly 10 years, CTB Lighting had been growing within the Perth live events scene. They were technically excellent, genuinely people first, and were building a strong reputation while making sure everyone had a fun experience. With their sights firmly set on the mid-level touring and events market, they needed a brand that would put them in the spotlight.
Before we touched a single design tool, we did what we always do; going deep into who they actually are. And what we found was impossible to ignore, these were people absolutely obsessed with their craft, with playful personalities, building something genuinely different in an industry that had lost sight of the fun that comes from lighting and live events. This was the story that needed to be front and centre.
So instead of the rigid logos and restrained colour palettes that dominate the live events and lighting space, we built them something that felt as energetic, human and real as they are. With actual stage lighting at the heart of it.
Before
After
LIGHTING THE WAY, DIFFERENTLY
It was important to CTB Lighting that their identity was simple. Our job was making sure that simple didn't mean forgettable.
Before designing anything, we mapped out the competitive landscape by analysing seven Perth based production companies to understand what we were working with. What we found was more or less consistent across almost every one of them. Dark backgrounds, abstract marks, generic word marks, and a visual language that didn't seem to have any meaningful connection to the craft of lighting or live production. They all felt interchangeable and impersonal. But the most unbelievable thing that stood out amongst the competitors was that not one of them was using lighting anywhere within their industry. And for a lighting company, this was a blinding opportunity.
FINDING THAT SOMETHING SPECIAL
Using the letters CTB, we started experimenting with stage boxes, light boxes, cables, moving lights and static lights. The most flexibility came from the letter 'B'. Playing with the way light travels around it's shape, we landed on a simple and very striking mark: an upward facing stage light.
From there, the mark took a life of its own. We found ways to make it grow, shrink, move, and interact with its environment; adapting the way CTB's lights do at every single show.
Chunky, dynamic lines gives it the boldness to make a statement. Rounded corners pull it back to something human, approachable, and fun. It's simple, memorable, and readable from a distance. And most importantly, it puts lighting at CTB's front and centre.
Stage Light Pointing Up
Upward Motion / Positive Vibes
Spotlight
COLOUR ME CYAN
Colour told the same story. Cyan was completely unclaimed across every competitor we looked at. Which is really remarkable because cyan isn't just a colour, it's one of the three foundational colours of the lighting industry itself. Alongside magenta and yellow, it's how every colour of light is mixed and made. Owning cyan was a strategic positioning decision.
It also just felt right for CTB. It's bold enough to make a statment and warm enough to feel like the people behind it.
So we took the time to find the exact shade of cyan that matched CTB's energy, that was fun, punchy, not too childish, but not too corporate either. Then paired it with a deep navy blue and rich black because colours, like lighting can move and shift, so incorporating a colour gradient for a lighting company felt like a match made in heaven.
Paired with a custom wordmark, CTB's new logo strikes exactly the right balance to be playful enough to reflect who they are, and professional enough to win them the gigs they're chasing.
