Luminate Rebrand ??
I still drool over this visual identity system our Focus Lab team built for Luminate during their big rebrand. It's powerfully wide yet simple. ??
See the full case study here...
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Some points from the rebrand…
? Position: Luminate’s tangible differentiators of transparent, comprehensive data — with a singular focus on entertainment and music — were superior, and the company’s vision of creating a savvy, creative, and thriving entertainment industry stood out beyond industry competitors. So, we showcased this distinction through its brand identity.
? Architecture: Luminate, its brands, and its various products retained their legacy identities and therefore shared no obvious brand elements across the portfolio. After thorough research, we recommended architecting the future brand portfolio deliberately, with new audiences and brand trajectory in mind.
? Verbal Identity: We wanted to present Luminate as the confident, credible authority of data in entertainment and music. We needed to communicate its past in the present, for the future, by turning a timeline of mergers into a tangible story of unique expertise — all of the accrued knowledge and experience over three decades, channeled and refocused to help shape the future of music and entertainment.
? Visual Identity: We set out in search of “what data looks like.” A true large-scale data visualization is powerful: tons of information made easily digestible, visually. Boiled down to its essence, data visualization is a series of dots and lines. So naturally, we explored this within the brand system.
? Rollout: When rebranding, it is also important to consider how you communicate your new brand to new and existing employees. Our team drafted a brand quick-start guide and onboarding materials to support the team’s internal rollout.
??? Client quote...
“You invited us to contribute as you created. Like a troop of improvisational art school MBA's, you fed off suggestions while guiding the efforts. You also made it so much more fun than it had any right to be.” → David Simon, SVP Marketing @ Luminate
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