Direct Control Services Ltd 

Architectural Intelligence is a division of Direct Control.

The company was established in 1991 and has a staff of over 30 engineering professional, highly skilled electricians and technicians.

The company supplies building automation, security and power products.

The division Architectural Intelligence focuses on top-end European lighting to the residential and commercial markets with intelligent control systems.

The market drove Direct Control to create Architectural Intelligence.

They saw a need for high-end standalone, attractive, architecturally positioned products to fit in with their top-end control solutions.

The bland plastic switches were an unsuitable alternative.

Direct Control needed to create a new brand for their lighting division to differentiate it from the more Commercial Direct Control products.

The brand needed to reflect the upmarket nature of the products and emphasise the concepts of lighting and intelligence.

The company Architectural Intelligence was created to target residential and commercial markets including architects and property developers, landscapers, signage manufacturers and writers, and interior designers.

Graphic Edge provided several branding options which emphasised the lighting and intelligence aspects to the products and reflected the architectural element.

Colours that were used reinforced the technology aspect to the products.

Graphic Edge also worked on achieving a fit between Direct Control and the new company.

Architectural Intelligence concepts were carried through to their permanent stand at the Home Ideas Centre in Parnell.

The brand Architectural Intelligence has been successfully launched and the company are increasingly gaining awareness for this new range of products.

The brand has been positioned in the market as a unique high-end product and the brand definitely adds value to the range.

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