Lumi (former StoreyLine)

Women and minority-owned team that helps companies and their HR representatives find custom and value-driven gifts for employees, Austin, TX.

Mission:

Help StoreyLine with their pivot from an e-commerce & small business-supporting platform to a corporate gift picking and delivery service.

Brand review: Since StoreyLine moved from e-commerce to the B2B market, we analyzed the brand's key 'ingredients' for relevance to the new segment. 

Logo & Brand System:

First, we've done our research and created a mood board with different ideas. We wanted to keep the main color, so it's not something completely different from what they had, yet to evoke a bit of a different mood. Based on the moodboard, the Lumi team drafted the logo and branding. After that, we helped them refine the drafts to the final version.

In particular, to improve the logo, two colors were proposed and the composition was improved.

We have also reduced the number of brand colors to make it less cluttered and easy for users to perceive.

The main solution was simple geometric shapes that can be associated with gifts in a not-so-obvious way.

Designer: Kateryna Tkachuk

Art Director: Valeriia Kozarezova