Lumin
Scale up re-branding with care (literally)
Logo concept animation explainer
It all began with a bit of good news, Lumin, a startup in the Alacrity Foundation tech incubator, had just secured a six-figure investment. Not a bad start. And with that came the question:
“Right then… our logo looks like infant childcare, but we need to be speaking to youth care workers, what do we do about that?”
So I rolled up my sleeves.
New App software and social icon
Brand product naming, visual identity and website design
Working alongside EM Consult and the Lumin founders team, I got stuck into building the brand from the ground up, starting with a new brand product name. It had to feel safe, human, and forward-thinking, without sounding like it had come from a lab. I created “MyLifeLog,” which became “MyLifePlan.”
Then came the visual identity for Lumin, incorporating the new brand name. Something visually distinct in the market, but calm. A brand that actually lived its purpose “Making care recording safer, simpler and more child-focussed.”
Which is no small task when the usual design tropes in this world tend to be either too clinical, corporate or too cartoonish.
Website design with clear articulation of the proposition and the product UI designed by me
I helped create:
A new brand product name that holds space
Brand identity and guidelines that could stretch and adapt
A visually inclusive world that felt warm without being woolly
Website design with clear articulation of the proposition and the product
A rethought product UI design, including Figma prototyping to help the team visualise the future
It was care work, quite literally, not just for the children their tech supports, but for the clarity and confidence the team needed to grow.
Online brand guidelines that could stretch and adapt
A rethought product UI, including Figma prototyping to help the team develop the product