We create, develop and implement brand identities, adding value at every stage of the process, from initial discovery workshops to the guidelines we create to control quality during roll-out and beyond.
We do this for a whole range of clients, including FTSE businesses, SMEs, private and non-for-profit organisations and start-ups.
We can control the entire brand creation cycle through our 3-D process – Discover, Design and Deliver. The process has been developed to get the best output from a client’s team in a short space of time, ensuring the project maintains momentum and all decisions are based on contextual visual stimulus. Its collaborative, engaging and insightful.
In the discovery stage we have a number of workshop tools that help sharpen thinking and define the brand challenge. In our experience, a lot of companies know ‘what’ they do and ‘how’ they do it, but not ‘why’ they do what they do. We find almost always it’s the ‘why’ that differentiates them, sets them apart and drives the brand idea.
Using the golden circles methodology we help define the ‘why’ – the ‘brand purpose’. This enables us to develop applied creative solutions that attract sustainable value-adding brand communities.
Design Week Benchmark Award
Communication Arts Award
The world of branding is changing. The development of communication technology, social media and globalisation means we are dealing with a completely new media landscape.
In the past, a brand’s key objective was to ensure that its products and services were consistently and repetitiously applied. Messages were the same, whatever the communications channel. Designers created brand identities that would be compliant and coherent across all applications, legislated by rigid brand guidelines.
The brand landscape has moved on – a world now awash with electronic media and communication capabilities. A brand must now figure out how it speaks across all manner of technology platforms, how audiences interact with it and the experience it creates on diverse emotional levels.
That doesn’t mean consistency is a bad thing, far from it. What it shouldn’t be however, is the over-riding factor when creating a brand identity. With application needed across so many media, it’s about being flexible whilst keeping the core attributes that made the brand in the first place. The skill for the brand designer is knowing how, and when, to turn the dial between consistency and flexibility.
At Luminous we believe that by loosening the rulebook and encouraging those clever variations in its execution we can create richer, more surprising experiences for the customer. In fact, if brands don’t embrace this liberating opportunity they may find themselves becoming irrelevant.
Mark Newby, Account Director