Luminous Living, an ambitious hotelier / entrepreneur, started with a straightforward brief; deliver a brand for a boutique hotel offering, it needed to talk to a luxury audience, stand out in a competitive market and elevate the category – with one small mandatory; the brand must express the clients love for Harry Potter.

A sense of mystery and magic was the underlying aesthetic we could bring to the project, without falling into a gimmicky trope. The name was derived from the Lumos spell in Harry Potter; which creates light at the end of a wizards wand to illuminate the dark. This light was realised in the four pointed light burst for the logo, a visual metaphor that perfectly fit with the wider vision and industry approach. Light and dark are key themes throughout the brand, the contrast of warm golden hues with deep dark greens created a sophisticated palette, enhanced by the use of blind embossing and light reflecting gold foil. The motif became a leading element throughout brand touchpoints, appearing on everything from embroided linen and robes, to the large illuminated signage.

Social Content Credit — Studio Moda and Eyeballs Creative