Rebuilding the brand behind the data.
Lux Insights is a market research firm that empowers B2B and B2C clients to drive growth through actionable, data-driven insights. Aiming to elevate its brand presence and reposition itself from a small business to a recognized industry leader, Lux engaged Pendo to lead the comprehensive rebrand. The first phase centered on aligning core business objectives with strategic opportunities. A competitive analysis clarified industry positioning, while a visual audit uncovered opportunities for differentiation.
We then introduced the persona of the “Insights Architect” to guide the brand’s tone and voice, establishing a foundation and narrative for all communication and messaging. Building on this concept, we created a configurable identity system inspired by modular building blocks–symbolizing customization, process and data. This system informed the visual language across the brand, including bespoke illustrations, custom photography, animation, typographic treatments, and design applications (including company stationery, collateral templates, swag, promotional items and website).
The new brand now authentically reflects Lux’s expertise and offering, while also aligning the internal team around a clear vision. Employees embraced their role as strategic partners—true Insights Architects—delivering meaningful value to clients.
CREDIT
- Agency/Creative: Pendo
- Article Title: Lux Insights Rebrand by Pendo Redefines Data-Driven Strategy With a Human Perspective
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Canada
- Agency/Creative City: Vancouver
- Market Region: North America
- Project Deliverables: Art Direction, Brand Creation, Brand Design, Brand Identity, Branding, Creative Direction, Design, Graphic Design, Illustration, Logo Design, Photography, Typography
- Industry: Information
- Keywords: Brand, Branding, Design, Identity, Research, Insights, Marketing
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Credits:
Creative Director: Peter Ladd
Brand Director: Don Cleland
Designers: Timothy King, Peter Ladd
Illustrator: Irena Gajic
Photographer: Grady Mitchell
