To further celebrate the product on the web and speak to multiple audiences, we utilized our 3D created renders and brought them to life through motion and interactivity. Embracing a ‘show, don’t tell’ philosophy, we transformed complex features into compelling visuals, enabling potential customers and decision-makers to instantly grasp Luminary’s superior value.
Luminary Cloud is an early-stage SaaS startup reimagining high-performance computing. First public brand and website, launching Luminary out of stealth.
I led Luminary from stealth to launch, building a distributed team across California, Colorado and Portugal. We established new positioning and brand strategy, then delivered an industry-defining identity. With the identity as the foundation, we created a brand book and Figma design system their in-house team still builds on, along with 3D simulations, photography, iconography and an immersive website.
- Role
- Executive Creative Director, Midnight Sea
- Team
- 7 (2 designers, copywriter, 3D artist, motion designer, 2 developers)
- Duration
- 7 months, stealth to launch
- Partners
- Luminary CEO, CTO, Head of Design and Product Marketing Manager
Identity
Using the company’s name as our foundation — light, both particle and wave, became a metaphor for the duality of being humane and precise, design and engineering, art and science. It became the conceptual centerpiece which the identity revolved around. The light as a particle guides, and waves represent the movement.
Waves referenced as pressure of airflow at various speeds
Luminary Brand Book
Along with the core identity, we delivered a complete brand book & guidelines for the Luminary design team to own and continue to build upon. Defining color, typography and ensuring rules were set around usage of all brand elements.
3D Simulations / Product Visualization
As a cloud-based SaaS company, Luminary enables design engineers to quickly run simulations on whatever product they’re building and allows them to not only iterate quickly but ultimately do their best work. Directly using the product outputs as inspiration, we created beautiful simulated renders for the Luminary team to use in all marketing and sales communications.
Digital Experience
