SP—035 / Consumer technology · Digital direction
LUMEN DESK
A creative direction for a modular desk-light concept.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop LUMEN DESK, a fictional concept for a modular desk-light concept. Feature-heavy messaging makes the human value of a product difficult to see. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People comparing useful technology and imagining how it fits into their lives.
The strategic idea
“LIGHT UP YOUR NEXT IDEA.” is the central creative thought. Translate the proposition into a clear screen hierarchy: brand, reason to care, and an obvious next step. Start with a recognisable use moment. Make the object distinctive and explain the relevant benefit without inventing specifications.
The creative direction
An original orbit-inspired graphic, assertive typography and a #0047FF colour field create the visual language for LUMEN DESK. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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