Key highlights
Defined target audiences and clarified service offerings
Wrote and designed a new website organized by industry and need
Refreshed the logo and refined the visual identity
Extended the system into trade show materials and supporting collateral
The challenge
Lumen is a leadership consulting practice built on deep, nuanced experience. In conversation, the work is clear and compelling. On a website, it risked feeling abstract.
The challenge wasn’t creating more content — it was organizing the thinking. We needed to identify who Lumen serves, articulate the types of leadership support offered, and structure the site so visitors could quickly recognize themselves and their needs.
Credible, but not corporate. Thoughtful, but not dense.
My role
Partnered closely with the founder to clarify positioning and voice
Identified core audiences and defined service categories
Wrote and designed the website from the ground up
Refreshed the logo and refined the visual system
Designed trade show materials and supporting collateral
How it came together
We started by identifying key audience groups and mapping the types of leadership support Lumen provides. From there, the website was structured so visitors could navigate by industry or by service — making it easier to find relevance quickly.
The visual identity was refined rather than reinvented. A logo refresh, cleaner typography, and a simplified layout gave the brand more confidence without losing its foundation.
The result is a website that feels clear and grounded — one that lets the expertise lead, while making it easy for the right clients to see themselves in the work.
