Client:
The Lumine Group
Project:
Website Redesign & MWC 2025 Booth Design
Team:
LP/AD
My role:
Art Director, Web Lead
Tools:
XD, Figma, Illustrator, Photoshop.
Overview
Lumine Group acquires, builds, and scales software companies across global markets. The project focused on evolving Lumine’s visual language into a cohesive, modern system that reflects its growth-focused and tech-forward mindset, while supporting both internal teams and external audiences.
The Challenge
Lumine operates across multiple regions and audiences, from internal teams to future partners and entrepreneurs. The challenge was to translate Lumine’s idea of light as progress into a scalable visual system that balanced expressive creativity with executive clarity and could be applied consistently across web, presentations, and physical environments such as the MWC 2025 booth.
Collaborating closely with the Creative Director, I led the visual system across web and ensured it scaled consistently into physical brand experiences such as the MWC booth.
Creative Concept
Light leads.
We crafted a visual language where light becomes the hero — illuminating pathways, shaping form, and focusing attention. The aesthetic is inspired by prismatic beams, neon trails, and high-contrast minimalism. Think: tech-meets-art with purpose.
Design Process
We began with brand discovery, diving into Lumine’s ethos and its audience.
From there:
Developed a photographic treatment style centred on glow, blur, and contrast.
Defined a unique colour system with core accents: Neon Green (#00FF90), Neon Blue (#00B8FF), and Neon Purple (#DD75FF).
Built a flexible presentation template, Mid Journey-powered imagery system, and motion-ready visuals for future storytelling.
Execution
PowerPoint master templates with custom neon image placeholders
AI-generated abstract imagery using prompt engineering
Visual system for brand and event communications
Modular layouts are adaptable to both internal decks and public presentations
Results
Created a unified brand toolkit that feels innovative and elevated
Equipped Lumine with plug-and-play visuals that scale with their content
Sparked internal excitement and confidence in creative direction
A toolkit built for scale — visually consistent across continents and teams
Challenges Overcome
Balancing abstract creativity with executive clarity
Creating visually arresting assets while maintaining brand seriousness
Building a system that works across geographies, teams, and time zones
For Lumine’s presence at MWC 2025, I designed a modular trade booth that translated the brand’s neon visual identity into a physical experience, with glowing gradients, clean structural lines, and a cohesive story told through light and space.
