About Lumis: Lumis is an AI-powered insights platform designed to help product teams unlock value hidden in everyday conversations. By capturing and structuring signals from calls, chats, and emails, Lumis transforms scattered data into clarity that teams can act on.

The Challenge: Customer conversations are full of critical insights, but most of that knowledge is lost in noise, scattered across disconnected tools and channels. The challenge was to build a brand that could communicate clarity, intelligence, and trust while standing apart in a crowded AI and SaaS market.

The Solution: The visual identity for Lumis was built around the idea of transformation through clarity. Just as Lumis turns unstructured conversations into actionable insights, the brand system reflects order emerging from complexity. Light, refraction, and focus became the visual language, helping the brand tell its story in a way that feels human, modern, and sharp.

Visual Identity

The Logo: The Lumis logo is inspired by a prism, a form that refracts scattered light into structured brilliance. Its layered triangular geometry symbolizes focus, transformation, and insight. The glowing gradient represents energy and intelligence, while its symmetry conveys balance, stability, and trust.

Colour Palette: A spectrum of warm oranges paired with bold neutrals. Orange communicates approachability and energy, while gradients reinforce the theme of transformation.

Typography: Clean and modern with Inter Display, emphasizing clarity and sharpness. Blurred treatments extend the prism metaphor, visualizing focus emerging from noise.

Graphic Language: Gradients, refractions, and layered forms echo the brand’s role in surfacing clarity from complexity. This extends seamlessly into digital, print, and environmental design.

Design Approach: Every touchpoint, from posters and social posts to UI mockups and merchandise, was crafted with consistency and adaptability. The system balances professionalism with human warmth, ensuring Lumis feels credible to enterprises while approachable to teams. The result is a brand identity that makes Lumis instantly recognizable and deeply connected to its mission.