Overview

Lume Studio is a Scandinavian interior design brand known for crafting serene, minimalist spaces rooted in light and natural balance. As the studio expanded globally, they sought a rebrand that would mirror their evolved philosophy — simple, sophisticated, and timeless. The goal was to create a refined identity and immersive website that would reflect Lume’s design ethos while improving clarity, recognition, and trust across all digital touchpoints.

Challenge

The previous brand lacked coherence — different logo variations, inconsistent typography, and a dated web presence were limiting recognition. The main challenges included:

• Outdated logo and color palette inconsistent with brand tone.
• Poor website UX — users struggled to navigate project stories.
• Need for a cohesive visual system adaptable across print and digital platforms.

Approach

We began by analyzing Lume’s core values — light, harmony, and craftsmanship. The rebranding strategy focused on translating these ideas into a visual system that feels calm yet confident. Key approach elements included, The goal was to create a refined identity and immersive website that would reflect Lume’s design ethos while improving clarity, recognition, and trust across all digital touchpoints. Lume Studio is a Scandinavian interior design brand known for crafting serene, minimalist spaces rooted in light and natural balance. As the studio expanded globally, they sought a rebrand that would mirror their evolved philosophy — simple, sophisticated, and timeless.

• Developing a modular identity system inspired by architectural grids.
• Using neutral tones and soft gradients to echo natural light.
• Redesigning the website with motion micro-interactions for a modern touch.
• Refining the brand voice for clarity and emotional resonance.

Design Process

1. Discovery & Research

We conducted interviews with the founders and studied the visual landscape of Scandinavian design. The insight phase clarified that simplicity and space should drive every visual and UX decision.

2. Identity Design

• Crafted a minimal wordmark using geometric sans-serif typography.
• Introduced a monoline icon set inspired by architectural sketches.
• Defined a color system: soft beige, off-white, and graphite gray — symbolizing light, material, and structure.

3. Digital Experience

• Designed the new Webflow site to showcase projects with cinematic visuals and smooth scroll animations.
• Integrated GSAP motion effects to highlight Lume’s craftsmanship subtly.
• Optimized for mobile-first users and high-performance loading times.

4. Brand Collateral

• Created a print-ready brand guideline document.
• Designed business cards, presentation decks, and social templates in Figma for consistent branding.