Brand Identity • Design Systems
Lumana Brand System
Rebuilding a video security brand from the ground up — new name, identity, and a complete system built to launch a company out of stealth.
Role
Founding Designer
Timeline
6 Weeks
Team
Solo
Tools
Figma, Adobe CC
Overview
A System Built to Launch a Company
When Lumana was preparing to come out of stealth, I was brought on as the founding designer to lead a complete rebrand ahead of launch. The company had an existing identity, but everything was on the table — including the name. Over six weeks I rebuilt the brand from the ground up: a new name, logo, color system, typography, and a full set of guidelines designed to carry the company across every medium, from product UI to investor decks.
The Challenge
Modernizing a Dated Category
Video security is a category built for an older, more technical audience, and most of its branding reflects that — utilitarian, cold, and visually dated. Lumana needed to feel like the opposite: modern, intelligent, and approachable, without losing the credibility the category demands. The benchmark I was given was clear — compete with the best-designed brands in the space.
The harder constraint was reach. This system couldn't just look good in a single context. It needed to hold up everywhere the company would show up at launch — the website, product UI, sales and marketing collateral, presentations, email, and social — and it had to come together in six weeks.
Approach
Foundations First
I started with the fundamentals — logo, color, and type — before designing a single layout. Establishing that core early meant everything built on top of it would feel cohesive by default. From there I expanded outward into the system pieces that make a brand usable day to day: tile treatments, iconography, gradients, photography direction, and the rules that tie them together.
Logo System
A custom wordmark and mark, with strict configuration and safe-area rules.
Color System
A restrained palette of dark blue and grey, built for credibility and contrast.
The System
Designed for Every Surface
The real test was versatility. I built a Satoshi type hierarchy that scaled from 72pt headlines to 12pt subtext, with parallel specs for mobile, documents, and presentations. Tile treatments, fill-style iconography, and signature gradients gave every medium a shared language.
It all lived in a set of guidelines detailed enough that sales, marketing, and partners could stay on-brand without me in the room — turning an identity into a system the whole company could run on.
Ownership & Collaboration
How it came together
What I Owned
Sole designer on the rebrand. I owned everything end-to-end — the new name direction, logo, color, typography, system components, and the full guidelines document.
Reporting
Worked directly with the VP of Marketing throughout, sharing progress and folding in feedback as the system took shape.
Leadership Buy-In
Presented the finalized brand to company leadership — including the CEO and founders — for sign-off ahead of the stealth launch.
Built to Scale
Designed the system to be handed off, so teams across the company could apply it consistently without ongoing design support.
Outcome
A Foundation that Scaled
The brand became the single source of truth for everything Lumana shipped at launch and beyond. It carried the company through its public debut and held up through a $40M Series A, evolving with small, agile refinements while the fundamentals stayed intact. Years later, the system I built in six weeks is still the backbone of the brand.
0 → 1
Built entirely from scratch
100%
Of company surfaces on the new system
$40M
Series A raised during this period
Next Project
Lumana Website Redesign
View Project
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