Lumira – Building Brands with a Single Word
This project began as a branding exercise in my graphic design course: draw a random word and build a company around it. I picked Lumira and explored how one name could support completely different identities and audiences. Along the way, I leaned on simplicity as a guiding principle–sometimes it’s the least flashy marks that leave the biggest impression. The exercise was a chance to experiment with visual language, messaging, and design systems, and to see how strategy and restraint can shape a brand that feels both cohesive and memorable.
ABOUT THE
EXERCISE
CONCEPT 1:
CONCEPT 1:
LUMIRA PLUMBING
This direction imagines Lumira as a locally owned plumbing, heating, & cooling service company built on trust, clarity, and long-term reliability. Rather than competing through flash or novelty, the brand positions itself as a modern alternative to long-established contractors–straightforward communication, visible professionalism, and energy-conscious solutions form the core of the identity.
Designed for homeowners and small businesses, Lumira emphasizes practical upgrades, transparent service, and dependable results. The visual language supports this approach: clean, highly legible, and recognizable in everyday settings like uniforms, vans, and signage, reinforcing the idea that the company is present, accessible, and easy to work with.
Drafts:
Final:
CONCEPT 2:
LUMIRA PROJECTORS
Here, Lumira is imagined as a compact technology brand focused on delivering high-quality projection without the complexity typically associated with home theater equipment. Performance and simplicity are treated as equals–strong image and sound housed in hardware designed to feel approachable rather than technical. The brand sits between home entertainment and professional use, supporting creative studios, offices, and small gathering spaces alike.
The identity is sleek and contemporary, emphasizing precision, brightness, and intelligent features. Instead of relying on dense specifications, Lumira communicates confidence through restraint: refined forms, subtle glow cues, and intuitive setup tools that help users tailor projection to their environment.
Drafts:
Final:
