Lumian came to me with an existing logo that needed to be replaced with a new one. Their main goal was to bring clarity and build a visual identity that truly reflects their strategy, positioning, and ideas. From there, I helped them shape a complete and cohesive brand system, not just visuals, but tools they can actually use and scale with: • Logo redesign • Color system • Typography • Patterns • Social media kit • Brand collaterals • Visual identity guidelines • Figma toolkit with ready-to-use assets For startup founders, this is usually the gap. It’s not about having just a logo or a PDF guideline. It’s about having a clear, usable system that your team can apply consistently across product, marketing, and growth.