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Luma — Behind the Work

My Process

01 — Research & Discovery

LUMA demographic research and positioning notes by Kait Rogers
LUMA advertisement locations mind map by Kait Rogers

02 — Moodboard

LUMA brand identity guide showing wordmark, brandmarks, fonts, color palette, and moodboard

03 — Sketches & Ideation

LUMA wellness kit product sketches and detailed annotations
LUMA wellness kit product sketches close up
LUMA station environment design with bar cart and scale figure
LUMA brand assets including cart, products, uniforms, and merchandise
LUMA train wrap design with full exterior branding
The LUMA Lounge experiential retail seating installation

04 — Iterations

LUMA pop-up cart with face illustration under a lemon tree, environmental design with 6ft scale
LUMA branded merch — green dad hat and cream t-shirts with Drink LUMA face graphic

05 — Reflection

This project was bigger than I had imagined when I first began it. What started as the idea of a probiotic soda expanded into a complete brand experience, requiring me to think beyond the product and consider every touchpoint of the customer journey.

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