I created LUMEN ECHO because of my Mother In-law, who slowly began losing his memories to dementia.
Watching her forget names, conversations, and where he placed meaningful objects was heartbreaking. One day, while holding old family photos, she quietly said:
One little I. A whole identity.
Wide. Square. Vertical. Still INDEX.
I took the I from the wordmark and let it shape the layouts, transitions and rhythm. I wanted every format to feel like the same brand, with room to play.
INDEX is a brand identity motion study.
Need your brand to move across different formats? Let’s make it happen.