“lumionus case study”Karen Kwan Yee Poon

Are people happy ?I started this project with the intention in mind to use my design skills to connect to people with strong emotions. So what i did is to find something where i can connect to people to make them happier. I look around and find that people aren’t usually happy; they are usually stressed with things in life. In the winter time people look especially stress, so I want to brand a service that makes them closer to happiness. That’s when i decided to brand a therapeutic company.

what’s the problemA fictitious therapy clinic is opening soon and they want to create a unique brand that helps them attract their target audi-ence. They wanted to open up people’s minds about therapeu-tic service and ensure that they feel comfortable making the decision of choosing this brand.

solution

brand feeling

We want to create a brand that is human, interesting and takes consideration for our audience.

creative, flexible, comfortable, relaxing, uplifting

target audienceaudience between the age of 25 - 35

people who are new to the workforce and dealing with the stress of coping with a new journey .

realizing their need to make changes in their lives without knowing how

they are open minded about the therapeutic service but lack the knowledge or interest to choose it as their way to solve their life problem

people who need help but are uncomfortable and not familiar with therapy

competitive analysispros

cons

Looking through numerous therapy brands, I find that they tend to have uplifting colors and images that speak to their target audience. Some use abstract shapes, and others use quirkly metaphoric images. Usually, the overall aesthetics of the brands create a young vibrant feel. In one case, strong packaging with colorful animals helped stimulate children with attention deficit problems; helping them engage with the packages. The amount of consideration that they take into account is great.

The main weakness of the brands of the analyzed therapy clinics is their lack of consistency. A strong logo may be accompanied with weak packaging or vice versa. The lack of consis-tency leads to a significantly weaker brand feeling and makes it difficult for customers to be exposed to the repetition necessary for them to be remembered. In one case, there was a beautifully laid out website with uplifting colors but no imagery at all. The whole site’s mood and ton relied solely on the tone of the writing, typography and color. This greatly weakened the brand feeling.

what is the brand about?The objective is to create a brand that speaks to the stressed community and overcomes the invis-ible mental wall that blocks the targeted audience from considering stress therapy as an option that will allow them to live better.

weather

After meeting with one of my mentors, whom is a specialist in therapy, I realized that nature is the only metaphor that therapists could use for branding so that their client would not feel judged. My challenge is to come up with a concept that speaks to the audience. So I start by exploring concepts related to conventional nature.

Weather was chosen to represent mood because weather is a universal language for mood. It is very intuitive and flexible to use. Since it is a universal representation of mood it would not give the audience a feeling of being judged as they may if compared with other objects.

naming

naming approachesElasticityThe stress therapyBrighten methodCumulus theoryTrailered happiness

luminousa fresh approach to mood therapy

I wanted to create a name that people can connect to and at the same time cre-ate an uplifting feeling for target audience. Luminous is referring to the concept of weather. It is the end result of what our company can provide, a luminous day. it’s also referring to the luminosity in people when they are feeling happy

moodboard

logo approaches

logo approaches

a fresh approach to mood therapy

On Luminous’ logo design I chose a friendly looking font: futura. I used blue and yellow to represent calm and uplifting respectively, the two things that Luminous offers. The tag line is used to explain what service the company offers. The “o” in Luminous is colored in purposely to turn negative space into positive space. This represents how the therapy clinic changes negative moods to positive ones.

applicationI wanted to create a line of application that successfully carry out the brand identity through interesting interaction.

appointment card

I’ve incorporate the circle element within the logo. Circular shape is metaphori-cally used to represent time. The two color are used again to remind our target audience that our company provides the service of uplifting people (represented by the yellow color).

with sticker without sticker with sticker without sticker

business card

The business card is designed with the idea of having the customer experiencing what the company is about. They need to peel off the cloud bubble, which represents peeling away the depressed time, in order to reveal our logo.

front back

envelope

I wanted to create the metaphor of having sunshine in the envelop by using the bright yellow color as the interior of the envelope.

letter

The graphic elements is being used to create extensive meaning. The cloud is shaped like a thought bubble and it’s being used as the space for the written content.

Stress that has led to various levels of anger, sometimes caused by a sense of inability.

Depressed state where the individual feels hopelessness.

Prolonged feeling of lack of happiness, usually the source is unknown.

Upset with the recent string of less than ideal events.

State where the indi-vidual is at ease with their life.

constrained by your mood?

Luminous is a talk therapy clinic that excels at helping people handle their stress prob-lems. We believe that we have found a new way to make life happier. We achieve this by catering to the personal needs of our clients’ to help them live a better life. Metaphorically we analyze their weather for them so that they can become at ease with their life.

A fresh approach to mood thearpy

www.luminous.com

brochure

This therapy clinic focuses on flexible short term therapy that solves short term goals via creative and uplifting methods. Within the 12 sessions, the objective is to give the stressed client a personalized and relaxing environment where they can reor-ganize their thoughts. The only standard process in their therapy is to start each and every session the same way: listening.

12 sessions

happiness?Luminous is not about selling hap-piness. We do not have the hap-piness; the happiness is already there behind the clouds. Our objective is to bring you closer to a luminous day so that you can become comfortable and live better. This can be accomplished not by adding things, but rather by untangling life.

The brochure is designed with the purpose of introduc-ing the company’s concept to our audience through eye catching graphic. Instead of reading long text, our audience can get a general sense of what our company is about through the visuals.

advertisement

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rough draft

Through simple visual elements composed with real photographs, I wanted to create an advertisement that speaks to the audience’s emotions. The advertisement is a simple picture of a person with a certain mood. A graphic is over-lay on top of the person that represents their mood, either rainy or sunny. In the cloudy and rainy advertisement, the rain drops form lines that connect to the person’s hands. This symbolizes how the per-son’s mood is controlling the individual like a puppet. The tag line “could you feel bet-ter?” evokes the emotion and encourages the audience to think about their situation.

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may your day be lumionus