The Summary

Lumen is a contemporary on-demand printing service for independent artists and buyers. Lumen celebrates individuality through art and community through the collaboration between artists and buyers via team creation and group purchasing.

The logo design went through a large process of experimentation. Lumens are a measurement of light emitted per second, so the early concepts played with interpretations of RGB, shadows, and light emitters. All while avoiding the lightbulb cliche. Because it's a highly contemporary company revolved around art, the logo design started to be directed towards something more geometric, artistic, and clean, with a bright modern color scheme.

The front page design was thoroughly down to the tiny details. To give a few examples, since the collaborative focus of Lumen is unique, a "how it works" button was visually prioritized ahead of website registration. Because as a contemporary website, there's an above average level of computer user experience expected of the target audience, so it makes sense to expect the user to look for for the sign up and login buttons in the web standard top right corner, allowing a smaller call to the "how it works" button to explain what makes Lumen unique.

In the main call to action, a duo of art pieces (created by Freepik) were made to be in similar colors of the Lumen logo to represent collaboration. To avoid unwanted visual redundancy, the abbreviated Lumen logo is in the top left corner of the page since the full Lumen logo is already in the main call to action. Upon scrolling, when the call to action exits the viewport, a main navigation animates down from the top of the screen with the full Lumen logo.

The animated screen simulation was created through Adobe AfterEffects, then brought into Photoshop to convert into an animated gif.

Tools: Adobe Illustrator, Adobe Photoshop, and Adobe AfterEffects