Clients often arrive asking for a new logo. What they usually need is a system: a set of decisions that lets anyone on their team make something that looks unmistakably like them, without calling a designer.
Fewer, stronger rules
The best brand guidelines are short. We define a handful of non-negotiables — type pairing, colour proportions, spacing scale, image style — and leave room for judgement everywhere else.
Design the boring things first
Anyone can make a hero banner look good. We test new identities on invoices, email footers, slide templates and error messages before we polish the showpieces. If the system survives the boring stuff, it will survive anything.
For Lumea, that meant designing the dosage label before the campaign imagery — and the label ended up shaping the whole typographic voice.
Ship it as code
Where we can, the brand lives as design tokens shared by Figma and the codebase. A colour change in one place updates the website, the product and the templates together, so the system doesn't drift a year after launch.