Project Overview
Luminary, a premium lifestyle brand based in New York, was expanding internationally but their existing brand identity didn't translate well across cultures. They needed a complete rebrand that maintained their luxury positioning while resonating with audiences in Tokyo, London, and Seoul.
The Challenge
Creating a brand identity that feels authentically luxury across Western and Asian markets. The existing brand was too text-heavy and didn't work in non-Latin scripts. Social media presence was fragmented with inconsistent messaging across regions.
Our Solution
We developed a symbol-first brand identity that transcends language barriers, with a flexible design system that adapts to local market preferences while maintaining global consistency. The social media strategy leveraged local influencers and culturally relevant content for each market.
Results & Impact
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