In December 2020, I met Eu-Wen Ding and Bilal Raja, Lumos’ two co-founders. They were looking for someone to help them with their brand strategy and identity. At the time, they had started working with an agency on their strategy and I joined them as Brand Design Manager at this very critical moment in the company's journey.
During this time, I helped define a clear brand strategy and made sure that branding was consistent (and in line with the new strategy) on all platforms - ensuring the brand stays relevant and innovative.
I developed a new visual identity around the strategy - and the existing logo. I also worked on developing content that promoted the vision, mission, and values of the brand with the creative team. This unique role helped me consolidate my design and management skills greatly. It also made me a very efficient remote worker since the company was based in Kuala Lumpur with employees also living in Hong Kong and Singapore. We also worked a lot in the US market so I am now very good at managing several time zones!
A tagline in movement.
Something that was made clear when I first started working on this project was that, in the future, the company wanted to offer other products besides helmets. They wanted a strategy that offered some flexibility. This is how I came up with this modular tagline.
The brand was always about movement, the idea was to enhance movement and allow you to move freely, without hesitation so it only made sense that the tagline itself could move ;)
Website
After we worked on the strategy and the visual identity re-design, it was time to freshen up the e-commerce website. I re-designed the entirety of the user experience and added a much-needed editorial space (the blog) to foster community and give the brand a more lifestyle feel.
Social Media
I designed a social media system for our recurrent posts.
My aim was to make it easy for designers and the community manager to use the templates and create posts.
Merch
This t-shirt and tote bag was part of a gift bundle for a contest we ran throughout summer 2021. The theme of the campaing was “Ride your city”. I hand-drew the word “Ride” and polished it using illustrator. The idea was to have something that felt round, friendly and “summer-y”.
Art Direction
To define the photographic identity of the brand, I worked closely with Matt Ben Stone, a very talented photographer based in London. He really brought the vision we defined to life and made it very easy to collaborate.
As for still life photography, I conducted some tests of my own. You can catch a glimpse here (hint: they’re the photos without any people in them ;)).
Project Scope
As a designer, it is sometimes hard to accurately demonstrate the entire scope of the work I do. There’s the visual part but also a lot of behind-the-scenes. To try to be as precise as possible, I added a detailed breakdown of the work I have done on each project at the bottom of each page.
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I worked closely with the founders and an agency to design the strategy for the brand. I came up with the new tagline (“Move smart, stay safe.”) and designed a document to explain the new brand direction to team members.
I worked on my own to develop and conceptualize the visual design system of the brand (minus the logo that we had to keep for technical reasons).
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I worked closely with Matt Ben Stone, a photographer who specializes in cycling. I contacted him in the context of Lumos’ rebranding and we worked together to define the photographic identity of the brand. His style was everything I wanted and he delivered, not only on the photographs but also on all the organizational aspects of the photoshoot - we had to work remotely because of covid and travel restrictions and everything ran very smoothly thanks to his professionalism.
I also took some photos of my own (exclusively still-life photography) as part of my research to define the visual identity of the brand.
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Brand Design/management and Art Direction : Awatif Bentahar
Photography: Matt Ben Stone