LUMI BUILD REBRAND
Skills:
branding, visual identity, graphic design, art direction
Tools Used:
Adobe InDesign, Photoshop, Illustrator
Assignment:
company rebrand
Duration:
2 weeks
How can I create a branding system based on the existing branding and identity of a creative branding agency?
My role: company redesign and rebrand
INTRODUCTION
Lumi Build is a creative branding agency aimed at building brands for creators. The brief for this project stated: “We are realizing we need to upgrade our own branding and design to showcase our work. We just need to upgrade our whole brand and feel.”
Their branding previously reflected Y2K, tech-y, pop, old internet, cyber, and playful vibes.
My objectives for this project were to create a new logo, upgrade the existing branding, and create new visual marketing materials.
DIRECTION
For the new branding, I aimed for a sleek, minimalist design inspired by Swiss typography. Pairing this straightforward type with bold colors and futuristic visuals would create a dynamic, forward-thinking aesthetic that captures attention and aligns with the brand's vision for the future.
I also wanted to create a new and more modern logo mark inspired by the existing logo.
RESEARCH
In order to better understand the company, I conducted two SWOT analyses (one for existing branding agencies and one for Lumi Build). Here are my results for the Lumi Build analysis:
- Strengths: showcasing prior clients, showcasing what Lumi Build does as a company, bold unique logo, innovative concept (brand creation for CREATORS), having a niche, options for branding packages, established color palette
- Weaknesses: new company, busy logo, simple colors, usual tagline, mediocre Instagram
- Opportunities: circular logo (good for spinning motion), feature work, money shot for branding, established Instagram, bold visual identity
- Threats: competitors, creators doing their own branding
BRAINSTORMING
My brainstorming included gathering visual inspirations and establishing goals, brand slogans, and brand imagery.
I laid out all of my information on paper to see what I had to work with visually, all in one place.
MOODBOARD
The visual inspirations I gathered included:
- Smith & Diction
- Blank Space
- Studio 2am
- Design Everywhere
- Growth Labs
- Some Days
- Social Disrupt
SELECTION
CONCEPT:
The new branding features a charming smiley face logo, a classic Swiss typeface, and bold colors. It is innovative and minimal, but still exciting.
I shared my progress and clearly stated my concept idea for the client to approve.
EXECUTION
LOGO REDESIGN: I took the smiley face from the original logo, simplified it, and inverted it. The new logo is an outline of the outer shape, eyes, and smile.
COLOR PALETTE: I stuck with the original black and green colors, but added a bold, bright orange to warm up the color palette.
TYPOGRAPHY: To stick with the Swiss style I was going for, I chose the classic Helvetica typeface.
VISUAL ELEMENTS: I chose to use smiley faces, clouds, dotted lines, asterisks, and happy/bold imagery in the branding to strengthen the company's feel and mission.
IMPLEMENTATION
By upgrading the branding and the logo, we hoped it would help show credibility and showcase the agency's creative work better. By creating new materials for marketing, social media, and the website, they could network better and connect to the target audience of influencers and creators.
* INSTAGRAM, WEBSITE, OTHER MARKETING MATERIALS
CONCLUSION
This branding journey was extremely exciting and insightful. The anticipated outcome is trust and loyalty from the agency's clients and from prospective clients. I would like to thank the Lumi Build team for their support and involvement.
FINAL PRESENTATION
