Weaving Together A New Brand

Two years after quietly launching as a textile division under their parent company, Teknion, market research showed that to better serve the need of architects and designers, they needed to become a stand-alone textile brand, complete with a new positioning strategy, a new identity, and a new name: Luum.

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The strategy engagement led to a key insight about Luum: by working at the fiber level, they are able to understand – and ultimately influence – how each textile performs together as a collection and in the built environment.

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The name and identity system were created to signal Luum’s modern approach to a traditional craft.

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To introduce quarterly collections, photography documented the connection between Luum’s creative process and performance qualities found in each of their products.

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Designed for ease of use, the sales tools relied on bold typographic treatments and a clean, utilitarian aesthetic.

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Quarterly collections and a deep product catalogue were elevated on Luum’s website, which were further enhanced with full ecommerce capabilities.

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Luum debuted at the annual NeoCon exposition with a showroom that drew upon the elements of a working studio.

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The space was anchored around a process wall and a demonstration loom, emphasizing the importance of pairing inspiration with the handwork required to achieve each collection’s desired performance intent.

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