Category Branding
Client Lumina Photonics
Year 2025
Services Strategy, Identity, Motion, Design system
Website example.com
Lumina builds optical computing hardware. When we met them they had a breakthrough, a deck, and a logo that looked like a phone company from 2009.
The idea
Light bends, splits and recombines. The identity is built on that behaviour: a wordmark that fractures into a spectrum under motion, a palette pulled from dispersed light on black, and a typographic system that stays rigorously plain so the colour can do the work.
What we did
Positioning and naming architecture, visual identity, motion principles, investor and sales materials, a design system for product UI and a launch site.
Outcome
The identity launched alongside a Series B. The team now ships product interfaces from the same system without calling us, which is the point.
