Lumi Workplace is a neuroinclusion consultancy founded by Ray, a seasoned corporate leader with over two decades of experience and lived neurodivergent insight. The business exists to help organizations and individuals move beyond awareness and into meaningful workplace inclusion, creating environments where neurodivergent talent is expected, supported, and valued.

I partnered with Ray to develop the brand strategy, visual identity, and website for this new venture, creating a brand that feels both professionally credible and deeply human.

From the beginning, it was clear that Lumi needed to sit in a unique space. It had to speak to corporate leaders and decision-makers while remaining approachable and authentic to neurodivergent individuals and families. The brand needed to communicate expertise without feeling overly corporate and convey warmth without slipping into charity or healthcare aesthetics.

At its core, Lumi is about lighting the way forward. The idea of luminescence, guidance, and finding clarity in uncertainty became the foundation of both the strategy and visual identity.

The neurodiversity and disability space often falls into familiar visual patterns: healthcare blues, puzzle pieces, infinity symbols, and nonprofit aesthetics. While well-intentioned, these conventions can unintentionally position neurodivergence as something to be fixed or separated from the mainstream workplace.

The challenge was to create a brand that felt different.

Lumi needed to feel optimistic, modern, and professional while avoiding performative corporate DEI language and the visual clichés commonly associated with autism and neurodiversity. The identity also needed to accommodate two distinct audiences: organizations seeking practical implementation and individuals navigating their own employment journeys.

I began with a strategy workshop to uncover the deeper emotional and cultural drivers behind the brand. Through our conversations, themes such as strength through vulnerability, resistance through joy, kindness as an act of rebellion, and the importance of lived experience emerged as central pillars of the brand.

From there, I developed two strategic creative directions, each representing a different facet of Lumi. One leaned into expression and cultural energy, while the other focused on calm authority and professional credibility. Ultimately, we chose the more expressive route, allowing the brand to stand apart from industry expectations while maintaining trust and professionalism.

The visual identity draws heavily on the concept of light and guidance. The logo symbol references luminosity and moments of clarity, while the colour palette intentionally moves away from clinical tones in favour of warmth, optimism, and personality. Typography was selected with accessibility in mind, prioritising clarity, readability, and a balance between professionalism and character.

Alongside the visual identity, I developed the website structure, messaging framework, and content strategy, ensuring that every touchpoint communicated the same sense of warmth, confidence, and action.

The result is a brand that feels both strategic and deeply personal.

Lumi Workplace stands apart from traditional neuroinclusion organizations by presenting a more modern, hopeful, and culturally aware perspective on workplace inclusion. The identity balances authority with humanity and positions neurodivergence not as a separate initiative, but as an expected and valuable part of the modern workplace.

The final brand gives Ray a flexible foundation for growth and provides Lumi with a distinctive voice in an increasingly crowded space. Most importantly, it creates a brand that feels true to its founder and the people it seeks to serve: clear, human, and designed to make work brighter.