Project Details
Lumio is a creative company specializing in photo and video production, occasionally enhanced with animation. They create visually engaging content tailored for other companies’ social media channels. Their focus is on delivering high-quality, eye-catching visuals that elevate brand presence online.
Involvement:
Logo Design
Visual Identity
I knew this company from its early days, when it was still forming as a photo and video production studio. It had no visual identity yet, no logo, no brand presence, nothing to show clients. That gap is what brought me into the project.
Before opening any software, I look for the concept first. For Lumio, the obvious idea was already in the name: light. I wanted something specific to what this company actually does.
So the idea shifted from light itself to what happens to light through a lens: refraction. Not light as a name, but light as it bends and focuses. That gave me something literal to the industry without being literal to the name.
Refraction gave me a direction, but not a shape right away. I went through several explorations before landing on the final mark. Each version that didn't make it still did its job: it ruled something out and pushed the idea closer to what actually became Lumio's mark.
