2024 — Financial services
Lumen
A brand refresh and launch page for a small team explaining a genuinely complicated product.
- The job
- Brand & landing page
- Services
- Identity, Website design, Component library
- Timeline
- 6 weeks
- My role
- Design and build
The problem
Lumen sold treasury software to finance teams who had never heard of them. Every draft read like a spec sheet, and the naming system made one product sound like three different tools.
What we did
- 01
Cut the product to a single sentence and a single number, then built the page around proving it.
- 02
Rebuilt the identity with a tighter logotype, one signal colour and rules the team could apply without a designer.
- 03
Shipped a component library so new pages could be assembled in an afternoon.
After launch
3×
demo requests
11
pages in month one
6 wks
brand to launch