Lume Rebrand for Retail
Partnered with Lume’s internal creative team to evolve their brand identity as they expanded from viral success into retail. Focused on elevating the visual system to feel more premium and scalable, while keeping the quirky, science-backed tone that customers loved. Supported the rollout across campaigns, content, and product visuals, including building 3D renders in Adobe Stager for a more dynamic brand presence.
Scope & Vision
The ask was to refresh Lume’s brand as it evolved from a viral deodorant into a trusted personal care line expanding into retail. The goal: elevate the visual identity to feel more consistent, science-backed, and premium while keeping the quirky, approachable tone that made Lume stand out. We needed a scalable system that could flex across new products, campaigns, and content while staying bold and retail-shelf ready.
Approach
As part of the internal creative team, I collaborated on evolving Lume’s brand elements across paid ads, email, social, web, and internal brand foundation. I helped concept and applied the updated color palette, typography, and layout systems to campaign creative and developed modular templates to support high-volume content production. Working closely with brand, marketing, and strategy teams, I helped fine-tune the visual tone. Sometimes leaning clinical, sometimes keeping it playful, depending on the audience and channel.
Execution & Deliverables
Evolved visual identity and design system for Lume’s brand refresh
Designed paid ads, social content, and email campaigns with updated brand elements
Built modular templates to streamline high-volume content production
Developed 3D product renders in Adobe Stager to replace flat PNGs for a more dynamic, realistic product presentation across campaigns
Collaborated on campaign creative to ensure consistency across all touchpoints
Concept photoshoot for new branding
Outcome: Developed a smoother, more scalable creative system that maintained strong ad performance while increasing brand trust and consistency. The refreshed design elevated Lume’s presence across all channels, supporting multiple product launches and making the brand easier to recognize and grow. The evolved visual system became bolder, brighter, and more simplified which helped Lume transition from viral sensation to trusted retail brand.
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Amazon and Web Packaging Announcement
Amazon and Web Packaging Announcement
Amazon and Web Packaging Announcement
Amazon and Web Packaging Announcement
Before - PDP Scent Description
After - PDP Scent Description
Before - PDP Scent Description
After - PDP Scent Description
Before - Scent Announcement
After - Scent Announcement
Before - Key Marketing Slogan
After - Key Marketing Slogan
Before - Paid Ad
Before - Paid Ad
Before - Paid Ad
Before - Paid Ad
After - Paid Ad
After - Paid Ad
After - Paid Ad
After - Paid Ad