Lumen
- Brand identity
- Logo design
- Website production
- Remote engagement
- 8 weeks
Lumen sells grid-scale storage to utilities and had the visual identity of a consumer app. Eight weeks to a brand and a site that a procurement committee would take seriously.
The constraint we set ourselves was no stock photography, because the category is saturated with the same six images. Everything on the site is either a diagram, a typographic composition, or a photograph taken on one of Lumen’s sites.
An identity that reads at every size
A site launched in eight weeks
No stock photography anywhere
A mark that survives an engineer
The identity had to work etched on a steel enclosure, printed on a datasheet, and at sixteen pixels in a browser tab. Those constraints removed most of the ideas before we drew them.
Typography carrying the weight
With no stock imagery, type does the work. A single family across four weights, set at sizes that read on a projector in a boardroom, which is where most of these decisions actually get made.
Eight weeks, start to live
Brand, site and a slide template, from kickoff to launch, without a phase where nothing visible happened. Weekly reviews with Lumen’s founders kept it moving.
Sample content
No stock photography was a constraint we would never have set ourselves, and it is the reason the site does not look like everyone else in our category.
Amara Osei
