Over the past decade we’ve heard businesses ask us the same question, ‘I know we need to change, I know you can make things attractive, but how can we make it stick?’ This conundrum is the biggest strategic challenge facing modern brands and SomeOne’s specialist subject.
We make change pay for brands in all sectors, all countries, all of the time.
We invent brands with clients. Or re-invent them ready for new business challenges. We do branding, not blanding.
We don’t change symbols, we create symbols of change.
Unlike large, traditional groups, working with SomeOne means you meet and work with the people who actually do the work. Direct contact with SomeOne’s creative minds means ideas flow more freely, which is important as great brands need great opinions. We don’t fit projects into pre-determined processes, we create bespoke teams around each project.
Ideas excite us, they shape the future, add value and signal change. We’ve moved from being a cost, to an asset. We help organisations, products and services profit from change. That’s why we concentrate on creating Big Ideas first, then go about making them beautifully. We often create monopolies for brands by employing creativity to connect business strategy with memorable and adaptive visual executions.
Winner — Transform 2020 — Best Branding in Healthcare Award
When the body maintains optimum health, age becomes irrelevant to how well you live. Instead, you relish in your experience and wisdom.
So while others can only talk about ‘Anti-ageing’, Lumity says ‘Your best age is now’.
Lumity has been a best kept secret of makeup artists and celebrities for several years with advocates such as Helena Christensen, Yasmin Le Bon and Cheryl Cole.
Now Lumity want to make their products more available to all women who don’t want to be defined by their age by focussing on their direct to consumer proposition alongside their in store presence.
We have spent the last eight months helping develop their brand strategy, value proposition, narrative and visual identity.
In focus groups of existing and non-users, we identified a desire for a brand that customers could ‘relate and aspire to’, rather than presenting unattainable ideals of health or beauty. Likewise a tone of voice should also seek to project the customer’s voice in an open and authentic way and a brand identity that while being high-end, should not be too luxurious or wasteful.
The identity we created uses a primary colour pallete of luminous skin tones, alongside a calm and sophisticated, contemporary ‘neo-humanist’ typeface – Astro by Kamimura & Co. in Japan.
Our brand world for Lumity includes a three-dimensional animated brand property inspired by Lumity’s original symbol. They reference the phases of sun and moon, day and night and circadian rhythm, the body’s natural, internal process that regulates the sleep-wake cycle.
These were designed and animated by Bogdan Dreava and are brought to life across Lumity’s communications, on their website and Instagram feed.
We also produced Lumity’s model photography alongside photographer Helene Sandberg with a campaign aimed at being inclusive, un-retouched and in natural light to reflect the values of the brand and broad target audience.