Rebranding a 30-year-old Company, and Helping It Succeed in the European Market
Key success factors
The challenge
Lightholm wanted to launch a new product line and build a new brand capable of driving sales in international markets. The legacy brand was limiting their reach. They needed a complete rebrand, new digital presence, and the sales infrastructure to support growth across Europe.
How we delivered the results
Collaboration with Exponential began in November 2024. Annika Ljaš Eilat from Exponential served as the client’s key account manager and Visiting Chief Marketing Officer. She led the collaboration across all parties and ensured alignment throughout.
In January 2025, the team selected the new brand name Lightholm. Experienced designer led the brand name search and CVI creation, which was finalised in March 2025. Urmet Seepter from Exponential then took over and led the new website project, working with a trusted development partner while maintaining a direct link between Lightholm and the external team.
The new website launched in October 2025, featuring the new branding and significantly expanded content about the company and its products. For email marketing and sales outreach automation, the team used a combination of AI tools and Apollo.
Key results
Lightholm is receiving inbound leads from relevant clients. Several of those have converted into active projects and paid revenue.
Additional outcomes:
- New brand name and complete visual identity (CVI)
- New website launched with full product and company content
- New marketing and sales assets, including updated catalogues and product photography
- New email marketing and outreach automation systems in place
- 46,000 km to 48,000 km road lighting infrastructure deployed
- 333,000 m² to 374,000 m² of industrial and warehouse lighting covered
Summary
Lightholm entered the collaboration with strong manufacturing credentials but a brand that did not reflect its ambitions. Over roughly one year, Exponential helped create a new identity, digital presence, and outreach capability. The result is a company equipped to compete in Scandinavia, the DACH region, France, and the UK, and already converting inbound interest into revenue.
Services provided
Rebranding, including new company name and complete CVI creation
New sales materials: product catalogues, updated product photography, and expanded product information
New website development
Email marketing and sales outreach automation
Organic LinkedIn marketing
AI agent creation for LinkedIn content
By integrating as Lightholm’s fractional marketing department, we were able to transform thirty years of manufacturing excellence into a high-growth global brand that is already generating measurable revenue.
Annika Ljaš-Eilat
Partner, Exponential
FAQ
How does Exponential differ from a traditional marketing agency when working with industrial manufacturers?
Unlike traditional agencies that focus purely on creative execution, we operate as an integrated growth partner. For clients like Lightholm, we provide “fractional leadership” (such as a Visiting CMO) to align marketing strategy directly with business goals, ensuring that every asset—from product catalogs to AI-driven outreach—is built to drive international sales, not just brand awareness.
Can you help legacy companies that have decades of experience but outdated branding?
Absolutely. We specialize in “re-packaging” the deep technical expertise of established manufacturers for modern, global markets. We take your 30+ years of industrial credibility and translate it into a world-class visual identity and digital presence that resonates with professional buyers in high-barrier regions like Scandinavia, the DACH region, and the UK.
We have a small internal team; how do you manage the workload of a full rebrand and launch?
We function as an extension of your team, taking the heavy lifting off your plate while keeping your leadership in the driver’s seat. By establishing direct communication with your decision-makers and managing external specialists (like web developers and designers) on your behalf, we ensure the project moves fast without draining your internal resources.
Ready for B2B growth
marketing that delivers?
When you book a meeting with us, you’ll talk directly to a B2B marketing expert – not a sales rep. We’re here to provide insights, brainstorm strategies, and discuss your growth goals from day one.