Lumenary Brand Identity Development
Jasmine Sotiropoulos
/ROLE
BRAND STRATEGY / PREMIUM BRANDING / WEB DIRECTION / EXPERIENCE DESIGN / MERCH
/DELIVERABLES
BRAND POSITIONING / STRATEGY / MOODBOARD / LOGO SUITE / COLOUR SYSTEM / CLARITY KIT / SOCIAL CONCEPTS / WEBSITE HERO ANIMATION / BRAND IN ACTION
/OVERVIEW
Lumenary began with a question... what if working with a lawyer felt easy? The brand grew from that single thought into an identity that smiles back. Built around a small character, the grinning e, it brings warmth to an industry better known for fine print and furrowed brows. He looks around the page, eyes following words like clarity, no jargon, plain English, reminding clients that understanding should never feel out of reach.
Every part of Lumenary carries that same quiet confidence. The tone is calm but clever, the humour dry but kind. It is a brand that swaps mahogany and marble for daylight and dialogue, a brand that believes progress happens faster when people actually understand each other.
In the boardroom, on a website, or in the palm of a Clarity Kit, Lumenary turns legal process into plain conversation. It does not shout expertise, it demonstrates it by making things simple. Light replaces opacity, and a smile replaces stress. Lumenary is not here to intimidate, it is here to illuminate.
If you're ready to invest in your business' strategy & identity, CLICK HERE and let's work together.
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Posted Oct 14, 2025
Created a warm brand identity for Lumenary, a legal service for creatives. Avoiding the boring world or jargon and rather focusing on the power of law.
