Brand system exploration
Luma.
Luma is a conceptual digital bank designed to challenge traditional financial branding through a more expressive, emotionally intelligent experience.
01 - Logo System
Bold, distinctive, illuminated.
A scalable identity mark designed to represent clarity, confidence and the core idea behind the luma brand experience.
02 - colour palette
Dark, electric, alive.
A dark interface foundation paired with luminous accent colours, positioning Luma between premium banking and consumer technology.
Void
Surface
Card
Violet
Violet L-arm
Cyan Dot
Rose
Amber
Ghost White
03 - TYPOGRAPHY
Expressive, refined, editorial.
A combination of expressive display type and highly readable supporting text styles, creating a visual identity that feels confident, editorial and product-led.
04 - Iconography
Minimal, intelligent, recognisable.
Custom icons designed to create a clear, consistent and recognisable visual language across the Luma ecosystem.
05 - UI COMPONENTS
Structured, scalable, intuitive.
A scalable interface system designed to create consistency, usability and cohesion across the Luma ecosystem.
06 - Product mockups
Seamless, dynamic, humanised.
A digital banking experience focused on clarity, speed and intuitive interaction, built to feel seamless across every touchpoint.
07 - landing page
Immersive, responsive, conversion-led.
An immersive digital journey designed to translate the Luma identity into a bold, interactive and conversion-focused web experience.
08 - EMAIL CAMPAIGN
Personalised, engaging, reassuring.
A customer onboarding experience designed to introduce the brand through clarity, warmth and digital-first communication.
09 - DISPLAY ADVERTISING
Bold, targeted, high-impact.
A flexible campaign system designed to scale the Luma identity across digital advertising, awareness campaigns and acquisition touchpoints.
10 - KEYNOTE
Strategic, cinematic, persuasive
A presentation system designed to communicate the Luma vision through immersive storytelling, bold visuals and structured narrative design.
11 - Direct Mail
Tactile, unexpected, memorable.
A physical brand experience designed to extend the Luma identity beyond digital through premium, concept-led customer touchpoints.
CONCEPT A
The Scratch Reveal
A premium 120×80mm matte black piece with a silver latex scratch panel hiding a personalised cashback amount. The recipient has to physically scratch to discover what they've won, then scan to claim. A lottery ticket crossed with a bank offer.
CONCEPT B
The Luma Light Report
A mini broadsheet "The Luma Light Report" on newsprint, folded to DL. Every headline, pull quote and statistic is personalised to the recipient. It reads like a real financial newspaper, but the entire front page story is about their financial future with Luma.
Same envelope for both concepts
12 - Event materials
Immersive, premium, experiential.
A branded event system designed to translate the Luma identity into physical spaces through cohesive, experience-led design touchpoints.