What we did
Lumina Studios, a startup focused on experiential design and visual storytelling, engaged us to shape a compelling brand identity. They sought a visual voice that felt modern, bold, and full of character—a brand that could stand out in creative spaces while being versatile enough to adapt across digital and print touchpoints.
Research & Discovery
Conducted a competitive analysis across creative studios to identify visual trends, tonal gaps, and potential positioning. Held workshops with Lumina’s leadership & design team to articulate their core values, mission, and target audience. Created mood boards to test directions: minimal & refined vs expressive & bold.
Logo System: Developed a primary logo, secondary mark, and icon versions, ensuring scalability and usage consistency. Color Palette: Selected a base palette of deep charcoal + rich indigo, with accent pops of coral and mint to allow both professionalism and vivid expression. Typography: Chose a serif for headings that embodies artistry and gravitas, paired with a clean sans-serif for body copy for readability.
The final brand identity brings together elegance with expressive flair: Logo: A refined monogram that can collapse into an icon, used independently or alongside full-word mark as needed. Color: Primary tones of charcoal and indigo provide gravitas; coral and mint ensure vibrancy for accents, highlights, or calls-to-action. Typography: The serif font conveys artistry, heritage, while the sans-serif supports clarity and modernity. Brand Guidelines: Created a concise yet thorough guide covering correct logo usage, spacing rules, color usage, typographic hierarchy, do’s/don’ts, and usage examples across mediums.
Impact
Consistent Brand Presence: All touchpoints—from social media posts to print stationery—now share a unified look. Recognition Up: Lumina’s visual clarity helped increase brand recognition in their client pitches, with positive feedback on professionalism and visual impact. Efficiency in Design: Brand templates & guidelines reduced design time, decreased revisions, and maintained quality across outputs. Scalability: The identity works well across sizes & formats—small sized logo icons to large format signage—without loss of visual integrity.
E-book Alrifne
Branding