↑ Brand Development Deck
Deck slides are an overview of the process behind defining and executing the development of the Luminous identity.
↓ Abbreviated Brand Guidelines
The below guidelines outline the essential elements and standards for presenting the Luminous brand accurately.
Client Project
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Luminous – Brand Identity
Luminous engaged us to elevate its master brand and portfolio, guiding the development of a comprehensive visual identity that connects the parent brand with its sub-brands, reflects its mission, and positions it distinctively in the optical market. Luminous originated from Jonas Paul Eyewear and today, Luminous serves as the holding company for Jonas Paul and several other optical brands—dedicated to, “Shedding light into every corner of the optical space.”
Guided by research, collaboration, and informed insights provided by the team, my primary design goals were to establish a strong identity that connects the master brand with its sub-brands, stands out in a competitive market, and reflects boldness, innovation, and meaningful impact.
Despite early design challenges, our shared determination and open dialogue allowed us to refine concepts until one emerged that aligned seamlessly with the brand’s vision, core audience, and markets. Achieving this alignment demanded a rigorous process, carefully balancing innovation, design, and brand consistency.
The result is a distinctive and innovative identity that thoughtfully reflects their mission and current brand offerings. It embodies quiet sophistication—illuminating rather than overwhelming—and conveys intentional brilliance balanced with confident contrast, capturing the essence of the brand.
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Luminous
Optical & Retail Products -
Brand Identity
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+ Brand Advisor
+ Concept Development
+ Creative Direction
+ Qualitative Research
+ Visual Identity