← All work/ Branding & Identity
Lumen&Co.
- Industry
- Home Lighting
- Discipline
- Branding & Identity
- Region
- Toronto, CA
- Year
- 2025
(The brief)
A design-led lighting brand reading as a hardware supplier in retail.
Every competitor photographs the fixture. We photographed what it does. The identity is built from cast shadow — a repeatable lighting setup that any photographer can reproduce, so the brand stays consistent across a showroom, a catalogue and a retailer's own studio. The wordmark simply stays out of the way.
Concept — Identity built from shadow, not the fixture — the light is the logo.
(Scope of work)
- Positioning & brand strategy
- Product naming system
- Photographic language & guidelines
- Packaging system
- Showroom & retail kit
(Results & impact)
+53%
Wholesale revenue
2
National retail listings
9 mo
From rebrand to listing
Listed by two national retailers; wholesale revenue up 53% in nine months.
(More Branding & Identity)
Branding & Identity ↗(Let's Talk)
Your turn.
If this looks like the kind of problem you are sitting on, send us the messy version of the brief. We will tell you honestly whether we are the right studio for it.