How to push innovative lighting on the market

Client

Spectrasol

Spectrasol specializes in the development, production, and installation of procognitive LED lighting that mimics natural sunlight indoors and supports health, vitality, and productivity. Behind the brand stand entrepreneurs Daniel Jesenský and Daniel Štěpán, and lighting visionary Hynek Medřický. At the time of our meeting, they had a successful development of their own light source, two patents, and a number of implementations under their belt, which confirmed the meaningfulness and benefit of their technology in practice. However, they felt that the existing way of communication no longer reflected where they were moving. They were thinking about a redesign, a new website, and content.

What we did

Rebranding, a new presentation, and a language people understand

An innovative product that rewrites habits faces several types of obstacles in the market:

Habits
Myths
Ignorance

In the case of lighting, it is an established focus on the parameters of intensity, temperature, and energy efficiency. What makes light pleasant, however, is a balanced color spectrum, to which most common LED sources add an excessive and unnatural amount of the blue component. At the same time, the biological effects of light and their direct influence on physical comfort are still not part of general awareness, even though science has been providing evidence for them for many years. And Spectrasol faced these challenges with a rather cumbersome web presentation and inconsistent communication activities.

And if a presentation is to persuade, it must answer key questions:

What's in IT for me?
In what way is IT better than some other competitive IT?
Why should I believe IT?

BEFORE

Extracting the answers to (1) and (3) from the original presentation was difficult. (2) was not relevant because Spectrasol had no competition in its category. The website was full of technical terms without anchoring them in the reader's context. They wanted to persuade through expertise and a wealth of evidence, but tracing the key information was difficult.

AFTER

The new presentation organizes messages into short, easily digestible units. Even with minimal attention and scanning headlines, a visitor takes away the core information.
With a more detailed focus, it then reveals key information and pulls the visitor into the action (see the next chapter SEQUENCE).

Message sequence on the website: Igniting interest, encouraging credibility

Benefit, explaining effects, and providing credible evidence take precedence over product and technical information during the introduction. The sequence of delivering information thus turns an uninformed reader into an engaged one. We gradually reveal information to them and answer questions that arise during reading.

Homepage

The homepage offers a quick overview with links to further details on subpages. And of course, the user can choose their own path through the sequence.

www.spectrasol.cz

#1 Benefit + position

What it is for (workplace lighting). First indication of the benefit (health and vitality).

#2 Benefit in brief

What it will do for you, how it will improve your life. The effects are fantastic, which is why we offer proof.

#3 Technology in brief

Technology based on coming as close to sunlight as possible.

Lighting effects

www.spectrasol.cz/ucinky

#4 Benefit in detail with proof

The light fixtures have fantastic effects in five areas. Very new and unexpected for most people. Therefore, all effects are immediately substantiated by evidence from scientific and independent authorities.

Detailed introduction of the technology

www.spectrasol.cz/technologie

#5 Technology

For the technology, it was enough to process the information consistently and cleanly. Consistently showing and stating what the visitor is looking at and what it means for them.

Making scientific studies accessible

Studies, measurements, and certificates bring verification of effects. There are dozens of studies, and they are constantly increasing. It was necessary to speed up navigation through them and make their insights accessible.

www.spectrasol.cz/studie

#6 Studies = clear proof

We provided the studies with a clear summary:
A. The key finding of the study in one sentence (this headline then represents the study in other parts of the website).
B. Title of the study, data on authors, link to the full text of the study. C. A brief summary of the study and its important results, which increases the chance that more people will familiarize themselves with the full content.

Only after we arouse interest do we serve detailed information

The rest of the pages – products, references, and more – we solved in a standard way: they bring technical details and serve as an information background for visitors who are already convinced or are considering a decision.

www.spectrasol.cz/produkty

#7 Product information

There is no need to ostentatiously present the design or construction of the light fixtures. Key factors are lighting parameters, technical service, warranty, etc. And also what the implementations look like.

The new visual style reflects the company philosophy

The logo and visual style also underwent a significant transformation. We abandoned the yellow glowing in the dark and replaced it with white, which shines against a clear blue sky, which much better captures the philosophy of Spectrasol. As part of the project, we delivered solutions for all key communication materials, including templates for social networks.

Branding projects usually need time before they manifest in numbers. Especially in the B2B sector. Moreover, the result is always the sum of work from multiple teams – from online marketing through PR to sales representatives. Thanks to a clearly defined brand, unified rhetoric, and new communication tools, Spectrasol gained strong momentum that all teams can build upon. And the effect was not long in coming: the number of inquiries began to grow as early as the second month after the launch, and this growth has continued steadily until today (April 2025).

Do you also have to explain the benefits of your product/service to your clients over and over again?

Let's look together at how to communicate more clearly.

What we learned

Daniel Jesenský

CEO Spectrasol

They managed to empathize with us and our customers and quickly understood what was needed

We made a huge leap forward with AnFas — visually, but especially content-wise. Our communication is much clearer and more confident today. It comes from our soul. Customers and partners react positively, reputation went up, and the website we created together has also become the primary channel for our sales representatives.

During the process — from initial workshops to final implementation — they demonstrated the ability to naturally and openly empathize with us and our customers and quickly understood what was truly important to us. In their approach, I see something I don't hesitate to call honesty — the way they search for the best possible solution to fulfill the goal and do not let themselves be swayed by a more comfortable but less functional path, even though we ourselves gravitated toward that path during the process.

Tomáš Kostkan

Principal & Consultant

Finding a balance between expertise and clarity

The challenge was to simplify a complex topic without flattening it too much while convincingly explaining why Spectrasol is important. At the same time, we had to defend the customer's point of view and push back the internal "expert" view – balancing the deep know-how of the founders with what the customer is able and willing to perceive.
The openness and cooperation of the clients played a huge role. Thanks to it, we could embark on an effective and meaningful path to the goal. They created an environment based on trust and respect – and working in such an environment is a joy. Thank you for that! We believe it shows in the result.