Lightbuddy is an innovative battery and button free safety lighting device currently in development. The device has been designed for runners and cyclists. I was hired to create and continually maintain the Lightbuddy brand. Simon and I looked into the possibilities on how the brand would communicate with the customer. During our meeting he talked about his passion for safety, his number one mission was all about saving lives “for life.” This was the direction we decided to focus on – Lightbuddy as a companion, a friend, a “Light-buddy.”