Lumino: A future-ready branding system designed for AI SaaS innovators.
Project Overview
By blending tech-forward precision with human-centered storytelling, Lumino enables AI companies to launch faster, build trust, and scale effectively — creating a future-ready identity that connects with both technical and non-technical audiences.
Key Insight
Designing for Velocity & Recognition
The identity needed to move as fast as the product while creating instant recognition across competitive SaaS markets.
Humanizing AI Through Branding
Custom illustrations and visual storytelling add a human touch, making Lumino more approachable and relatable to industries beyond tech.
Scalable Brand System
The visual language was built as a component-driven system that seamlessly adapts across digital, product, and marketing platforms.
Storytelling Through Symbolism
From the note-inspired shapes to the hidden energy bolt, every element carries meaning, reflecting Lumino’s mission to simplify complexity and accelerate performance.
Design Challenge
Creating a brand identity for Lumino meant solving four strategic challenges:
- Standing out in a saturated AI SaaS market
- Designing a distinctive visual identity that signals speed, intelligence, and innovation
- Building a human-centered narrative to connect with non-tech industries
- Developing a scalable brand system that grows with the product and adapts across multiple channels
Notable Achievements
Iconic, Scalable Logo
Designed a recognizable mark with layered storytelling for stronger brand recall.
Human-Centered Design System
Leveraged custom illustrations and a warm visual language to make AI approachable and relatable.
Flexible Visual Framework
Built a cohesive identity system for seamless implementation across digital, marketing, and enterprise touchpoints.
Elevated Market Positioning
Positioned Lumino as a trusted, modern, and intelligent AI SaaS brand ready to scale.
