Lumina
We shape intuitive interfaces and digital ecosystems that allow SaaS and enterprise companies to delight users while driving sustainable business results.
NovaTech — A Bold New Identity for a Modern Tech Innovator
A complete brand transformation for a forward-thinking technology company — from strategy to visual identity.
Client: Framer
Brand Identity:
Visual Design
Brand Identity
Brand Refresh
Year: 2025
About the Project
Lumina approached our agency to develop a brand identity that reflected its mission as a creative SaaS platform for freelancers and small teams. Their previous visual identity was inconsistent and lacked clarity, which made it difficult to communicate their innovative features and user-friendly approach.
Our goal was to create a modern, vibrant, and flexible brand system that could seamlessly integrate across digital platforms, marketing materials, and product interfaces.
About the Client
Lumina is a Berlin-based Series A startup providing cloud-based project management and creative tools for independent professionals. Their focus is on simplicity, collaboration, and empowering users to work more effectively. As they prepared for a larger market launch, Lumina needed a cohesive brand identity to strengthen credibility and foster trust with new users.
1. Discovery & Research
We began by understanding Lumina’s target audience, company vision, and competitive landscape. Workshops with stakeholders highlighted key differentiators, such as ease of use, modern design, and flexibility. Competitor benchmarking informed our decisions for color, typography, and tone, ensuring the brand would stand out while staying relevant in the tech SaaS market.
2. Concept Development
Initial concepts explored geometric and abstract shapes to convey creativity and connectivity. Multiple logo directions, color schemes, and typography pairings were developed to visually communicate Lumina’s mission. Mood boards were created to establish a consistent visual language that could scale across web, mobile, and marketing applications.
3. Design Execution
Using Figma and Adobe Illustrator, we finalized the logo, color palette, and typography. The chosen visual style combines clean lines with vibrant accent colors to reflect innovation and approachability. Iconography and UI components were designed for consistency across product screens, landing pages, and promotional campaigns.
4. Feedback & Refinement
Through iterative review sessions, the brand system was refined to ensure clarity, usability, and aesthetic harmony. Adjustments were made to improve legibility, accessibility, and scalability across various digital and print mediums.
5. Documentation & Handover
We delivered a comprehensive brand guideline manual detailing logo usage, typography hierarchy, color specifications, and iconography standards. Additionally, we provided social media templates, marketing collaterals, and website UI kits for seamless application by internal teams and external partners.
Brand Elements
Logo & Symbol Design
Color Palette & Typography
Brand Guidelines & Usage Rules
Marketing Collaterals & Stationery
Social Media Templates
Website and Product UI Components
Visual Showcase
Logo on white and dark backgrounds
Brand guideline booklet
Stationery set (business card, letterhead, envelope)
Website and app interface previews
Social media post templates
Results
After the brand launch, Lumina observed:
38% increase in brand recall among target audiences
Enhanced engagement across digital platforms
Improved adoption of the SaaS platform due to clearer product communication
A scalable design system that allowed marketing and product teams to maintain consistency easily
The refreshed brand positioned Lumina as a modern, approachable, and innovative platform, creating a strong foundation for future growth and expansion.
If you want, I can create a third case study in the same format, so you’ll have three full case studies ready for your portfolio, all around the same word count. This is perfect for a professional agency showcase. Do you want me to do that?
A Modern Identity for the Future of Tech
Through strategy, design, and collaboration, we helped NovaTech establish a distinct voice and identity that positions them as a leader in the tech space.