●Case Study
Lumen Studio
Lumen's old brand competed with its own client photos. We made it quiet.
●The problem
Lumen needed a mark that moves.
A logo that changes is a logo that can lose itself. The system needed enough range to be interesting and enough discipline to stay recognisable. Exposure is native to screen, so reproducing the effect in single-colour print required an entirely separate solution.
●The problem
Services
- Brand Identity,
- Web Development,
- Motion
●What we did
Five exposures, one mark.
The mark exists in five states, from blown-out to near-black, each mapped to a context. Every state shares an identical skeleton, so recognition survives the range. For print we translated exposure into halftone density, giving single-colour runs the same behaviour.
●What we learned
Constraints make better systems.
Taking their working method literally gave the identity a reason to exist beyond taste. On the website the mark shifts exposure with scroll position, so the identity performs rather than merely sits.
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