STRATEGIC AIM:
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Lumi Archive is a new independent magazine curating the cutting edge of fashion, art, and cultural commentary. With roots in editorial heritage and eyes on the future, it needed a bold, timeless identity that could hold its own on a shelf, a screen, or a runway. My role was to create a visual identity that feels intelligent, artistic, and editorially iconic—with a hint of rebellion.
Craft a brand identity that positions Lumi Archive as a collectible, culturally aware publication—appealing to aesthetically driven readers who crave substance, not just style. The goal: make Lumi instantly recognisable and quietly iconic.
CLIENT:
Lumi Archive
CATEGORY:
Publication
Conceptual Client
The design strategy centred on three themes:
Archive: Referencing the permanence and collectability of great publications; a brand that feels like it belongs in a design library.
Light (Lumi): Evoking clarity, insight, and sharpness; a minimalist lens through which culture is observed.
Contemporary Edge: A nod to the now—fashion-forward, progressive, and unafraid to challenge.
Every choice was made to reflect this tension: classic and current, minimalist and expressive, cerebral and visceral.
Designing for Lumi Archive meant designing for readers who notice everything. Every leading, kerning decision, every pixel of white space had to feel intentional. My biggest focus was ensuring the brand could evolve issue by issue—so I built in a flexible visual system that could stay cohesive while allowing creative direction to shift per editorial theme.
One of the most rewarding parts? Designing the masthead and seeing how it adapted across print, digital, and even speculative merchandise. It holds space wherever it goes—quietly powerful, just like Lumi itself.
Logo
The logotype is refined and editorial, built from a bespoke serif with sharp transitions and subtle asymmetry—designed to sit elegantly across covers, spines, and digital touch-points.
Typography
Primary: High-contrast modern sans-serif for headlines—intellectual, striking
Secondary: Neutral serif for clarity and balance
Colour Palette
Ivory Paper: Clean and editorial base
Inkwell Blue: Deep, refined black blue for maximum contrast
Bright Periwinkle: Subtle nod to fashion’s cooler tones
Optional Seasonal Accent: For issue-based identity flexibility
Imagery
Photography is treated like art—intentional, full-bleed, with negative space used to create rhythm and pause. Layouts favour a strict grid but allow moments of elegant disruption.
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