Website :

On the surface, it was hard to tell what Luminas did – messaging on the website was sparse and focused on the services they provided – not on outcomes or benefits. Customers loved Luminas, but the unique thinking they brought to the table along with their ability to get work done, no matter how tough the project, failed to shine through the content.


The research phase began with stakeholder interviews and a brand and competitor audit to better understand what Luminas was communicating and how they could differentiate. We then facilitated a brand workshop to determine what the brand rallied for (innovative approaches for getting work done) – and what they stood up against (traditional thinking that produced incomplete insights).


To differentiate, a brand must offer something no one else offers, bring a different angle to something already known or use a different voice/design system to engage on something otherwise familiar. Names give power. We recommended Luminas name their research approach Bright Thinking™ which would empower them to talk about it in a new light. We also recommended a new voice and tone to bring the brand to life in a creative way.

Brand Narrative

After the research phase was complete, we presented three unique brand narrative directions, complete with positioning statements and value propositions. Each direction also included key messages, personality attributes and ad headlines so that the Luminas team could imagine bringing the brand to life. The team ended up selecting ‘Illumination, Delivered’ as their new brand narrative.


The end deliverable was a document that outlined the new brand narrative as well as voice and tone attributes, a brand story, key brand messages, headlines for website/ads, audience messages, elevator pitch, value proposition, boiler plate copy and brand differentiators. No longer simply a consulting agency, Luminas is an Insight Partnership that leads industry using their Bright Thinking™ approach to solving problems.


Once the narrative was finalized, we crafted three unique design direction theme boards to bring the new brand to life, paying careful attention to color, photography and illumination.