Fagerhult Group

B2B Manufacturing; lighting 

Fagerhult Group is a global manufacturer of professional lighting products and solutions headquartered in Scandinavia with 4000 employees worldwide across 30 markets. Their portfolio has grown significantly through acquisition and consists of 12 brands providing solutions for urban, office, municipal, healthcare and retail. 

Our Role 

To identify and then define a brand for the Fagerhult Group that supported all of the product companies whilst not competing with the individual brands.  The group brand was required to drive acquisitions as well as organic growth for each of the product brands. We created a hybrid brand strategy and built out their entire brand architecture, mission, vision, values and proposition that provided focus and alignment across the business. 


  • Competitive brand overview and comment
  • Brand Model – Purpose, Vision, Promise, Personality, Values
  • Group Proposition
  • Tone of Voice
  • Briefing document for external Agency or create Brand Guidelines and new Group Website
  • Advisors to Client during the Brand Guidelines and Website project


The Magnus team quickly got to the heart of our complex business, navigating a large number of senior stakeholders to challenge our thinking to develop a fresh and purpose led brand positioning that gives us a clear differentiation in the market and sets us up for future growth.”

Michael Bruer

Chief Strategy and Communication Officer, Fagerhult Group