The Luminary brand needed a refresh – brand equity was lacking, and while the company hurdled staffing changes, much of the original branding had been nearly wiped away.

Soon after joining, it was clear that the design team would need some guidelines to lean up against to uphold quality and consistency in the brand.

Amazing work!

Direct Address makes thought leadership video for B2B companies. Their whole argument is that your best marketing asset is the person who founded the thing, and most companies bury them behind a brand voice.

So the mark is a spotlight. Not a camera, not a play button — those describe the equipment. A spotlight describes the effect: you point it at one person and everyone looks.

Two cones meeting at a point, one half carrying a full-spectrum gradient, one solid. Color system named after directors, because the product is direction rather than footage. Then the landing page carrying all of it.

Check it out

The line about the mark being a spotlight instead of a camera reframes the whole pitch. Do most founders resist being on camera at first, or does that argument get them comfortable fast?