LUMO, formerly known as Artuur Architecten, decided to rebrand to represent their work and connection to natural light more accurately. We were thrilled to help them capture that very essence in their visual identity as well.
Our approach began by examining how, in architecture, allowing light to gently infiltrate a space while also intentionally preventing its overpowering presence is essential. We dove right into experimenting with the rising and setting of the sun, exploring the dance of light and shadow in specific areas of a home. This led us to craft a dynamic logo that can elongate and contract, beautifully capturing the essence of the interplay of light.
This ever-changing energy flows through the entire brand identity. On their website, for example, we used two different ways to show projects—one way is the gallery option, and the other option is a list you can click on. This way visitors can choose which layout speaks to them the most, injecting a dynamic touch into their online presence.
Opting for a deep blue hue throughout the project, we bring a sense of unity. The website is presented in duotone, featuring only dark blue and white. Even the photos underwent a duotone effect, ensuring a cohesive visual story.
In revamping their social media presence, we embraced a sleek aesthetic that spotlights their creations. Employing clean lines and minimal usage of text, we seamlessly brought the website’s vibe to the forefront of their Instagram presence.
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