Leveling the playing field in education.
Challenge
Lumen Learning provides evidence-based courseware and professional development tools for higher education. In contrast to many larger publishers, Lumen focuses on the students who are often left behind — with powerful technology at a cost anyone can afford. But Lumen’s brand wasn’t delivering on this unique promise. It needed to be reimagined to position them as the caring, agile partner they are, while communicating the cost-effective solutions they provide.
Goal
Everything Lumen does aims to level the playing field in education. This means helping eliminate socioeconomic status, race, and more as predictors of success. And every tool is built with equity in mind — from the right pronouns to the right font size. All Lumen technology is thoughtfully designed and powerfully supported from start to finish, enabling educators to care for their students while making it radically simple to build the connections that inspire better learning.
Strategy
Inclusive learning became the core of our reimagined brand. We created illustrations of immersive and inclusive worlds that empower educators to be their best and build deep, meaningful connections with their students. Wavelengths from the light spectrum were embedded in the logo and graphic language, alluding to the diversity of ways each student learns and the powerful points of connection Lumen enables educators to make with their students — and each other.
Role: Creative Director
Agency: Agenda
Team: Dan Koh (Head of Creative), Jo Rooney (Sr. Designer), Lucia Vaughan (Sr. Designer), Yiwen Lin (Jr. Designer), Jiani Xiao (Jr. Designer), Xubai Li (Jr. Designer), Aron Leah/Fried Cactus Studio (Illustrator), Scott Brower (Motion Designer), Vincent Roffers (Head of Strategy), Callie Sowinski (Associate Strategy Director), Phoebe Chen (Associate Strategist), Emily Korn (Head of Client Services), Katie DiBella (Associate Director, Client Services)
Awards: iF Design Award Rebrand, Transform Awards Silver Best Visual Identity from the Education Sector, American Graphic Design Award (GDUSA)
Featured in: Applied Arts