LUMO partnered with LUMIO on a rebrand that was less about convention and more about creating a distinct experience. The brief centred on a clear idea: to evoke the feeling of a mid-century modern hotel lobby. Not as a visual reference alone, but as a complete brand world.

The strategy focused on translating that atmosphere into something functional and ownable. A sense of arrival, warmth and quiet intrigue became the foundation for the identity. We developed a refined yet characterful visual language that balances nostalgia with clarity, allowing the brand to feel considered without becoming pastiche.

This thinking carried through to the website, where the experience became more immersive. The site was designed as a digital extension of the lobby concept, layered with subtle interactions and hidden keys that invite exploration. It rewards curiosity without getting in the way of usability.

The result is a brand that feels memorable and self-assured. One that doesn’t rely on volume to stand out, but instead draws people in through detail, tone and a carefully constructed sense of place.

Brand Strategy

Brand Identity

Website Design & Development

Print Design

Art Direction