Luminar Brand Refresh
Luminar Technologies (Confidential)
Brand Design
Visual Design
Presentation Design
In 2023, I was approached by Howard Nuk, Vice President of Design at Luminar Technologies, to contribute to a confidential brand project. Howard is someone whose work I had long admired, from shaping design at Samsung and Beats by Dre to co-founding Palm with Stephen Curry, so the opportunity to work alongside him directly was not one I took lightly.
Luminar's technology lives inside vehicles from most of the world's major automotive OEMs, which means the design work carried a rare kind of weight. Brand elements developed here don't live on a screen or a campaign. They live on the road and across the digital infrastructure of an entire industry.
The engagement spanned brand strategy, visual direction, and the foundational thinking that shapes how a company of this scale presents itself to the world. It reinforced how differently you have to think when the work is meant to carry that kind of reach.
This project remains confidential under NDA. Please reach out directly if you'd like access to a private presentation of the work.
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Luminar's technology lives inside vehicles from most of the world's major automotive OEMs, which means the design work carried a rare kind of weight. Brand elements developed here don't live on a screen or a campaign. They live on the road and across the digital infrastructure of an entire industry.
The engagement spanned brand strategy, visual direction, and the foundational thinking that shapes how a company of this scale presents itself to the world. It reinforced how differently you have to think when the work is meant to carry that kind of reach.
This project remains confidential under NDA. Please reach out directly if you'd like access to a private presentation of the work.
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