KIM
Eindhoven
NL
Luum
Agency
Tolleson
Team
Molly S: Creative Director
Boramee S: Senior Designer
Feb S: Digital Designer
Project
Rebrand
Year
2016
Senior Brand Designer
What I did
Brand Identity
Visual Design System
Graphic Design
Art Direction
Collaboration with Tolleson Studio, the objective was to develop a cohesive brand system for Luum Textiles, a new standalone textile brand emerging from Teknion under the creative direction of Suzanne Tick, former Creative Director at KnollTextiles. The goal was to create a minimalist, utilitarian identity that lets the textile products take center stage. The system included the logotype, type selection, typographic hierarchy, and layout compositions.
Following an extensive visual audit of competitors, a single hero color—a vibrant yellow—was chosen to establish instant recognition, maintain consistency across packaging, collateral, installations, digital platforms, and showroom design, and simplify internal application. Typography paired Circular, with its bold, modern forms, and Copernicus, an elegant, humanistic serif, creating a subtle visual tension inspired by weaving’s warp and weft, balancing structure and fluidity.