The International Association of Lighting Designers (IALD) engaged Kellen to increase awareness and expand its membership in Europe. As part of IALD’s globalization initiative, its leadership sought to anticipate the specific, unique needs of its European membership, raise the profile of the lighting design profession, and enhance the community of lighting designers worldwide.
Together with IALD leadership, Kellen developed, implemented and managed the association’s long-term strategy for European expansion. As part of this strategy, we organized a series of ‘Lighting Conversations’ – local events hosted across the continent. Kellen identified leaders in the lighting design industry to be interviewed by a local designer, acting as a source for education and providing a unique networking opportunity for IALD members. We also developed partnerships with numerous lighting-related industry associations and national lighting associations. Successful collaborations included a joint event in the European Parliament and a joint position paper with LightingEurope, Human Centric Lighting. Kellen’s media relations program raised awareness of IALD’s European activities and events within lighting industry media.