Brand & Identity System
Lumen: a brand architecture built to live in software
Lumen had a logo and a mood board. It needed an identity that could survive contact with a shipping product across a dozen surfaces.
The Challenge
Lumen's identity looked sharp in a deck and fell apart in production. Color choices failed contrast, the type scale had no rules, and marketing and product were quietly drifting into two different brands.
Our Approach
We rebuilt the identity as a system: a rigid typographic scale, an accessible color matrix, and a component library that engineering could install. Every brand decision came with a token and a usage rule, so the identity was executable, not just documented.
The Outcome
Marketing and product now render from one library. New surfaces launch on-brand by default, and the design team spends its time on hard problems instead of policing hex codes.
Results
What we measured
From the engagement
They turned a mood board into a system our engineers could actually install. Our brand finally looks the same everywhere it appears.
Head of Brand, Lumen
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