Lumen (branding agency) explained

Smith Lumen Srl.
Type:Limited liability company
Foundation:2003
Successor:Drew Smith
Location:Milano, Italy
Key People:Drew Smith
Industry:Branding, design, advertising
Homepage:footnotes = Drew Smith acquired the company in 2014 changing its name to Smith Lumen

Lumen is a Milan-based multi-disciplined creative and design consulting agency, founded by Pietro Rovatti and Drew Smith in 2003. Drew Smith acquired the agency in 2014, changing the name from Lumen to Smith Lumen.

History

Lumen was founded in 2003 by the Canadian-born Drew Charles Smith, a consumer branding and packaging specialist, and the Italian Pietro Rovatti, a corporate identity and branding specialist. Previously, Smith had been Creative Director at Carré Noir, Robilant & Associati and, eventually, at FutureBrand Gio Rossi Associati, while Rovatti was Senior Art Director at Sudler & Hennessey and later Creative Director at FutureBrand Giò Rossi Associati.[1]

Growth

Lumen's approach was called branding innovation and, according to its founders, this is what made the agency quickly growing internationally, by opening a branch office in London (UK) in 2006 and establishing strategic partnerships in the same year with Mildberry, the first branding network in Russia, and in 2011 with 1.618, a Hong Kong-based branding agency.[2] [3] At its climax in 2011, the agency had 50 employees of 18 different nationalities.[4] [5]

Lumen offered a wide range of services for corporate ad private clients, such as brand strategy, packaging design, corporate & brand identity, brand management, retail design, environmental design, interactive media, point of sale and merchandise design.[6] [7] [8]

Clients

Lumen had worldwide-known clients from multiple business sectors, like Ferrero, AC Milan, Campari, Diageo. Autogrill, Bonduelle, Zuegg, Unilever, Club Med, Illy, Parmalat, Gancia, Sky, Bticino, Barclays, Kellogg's, Heinz, Henkel, Festina and Rolex.[9]

Awards

Some Lumen's works have been awarded due to their style and the use of innovative materials. The project realized for the rum Zacapa Centenario Etiqueta Negra has been focused on the "emotional involvement of the material used in the packaging" (in this case, palm fibers reproducing the motif of the south-American petate on the pack):[10] a reason that prompted the Material Connexion research institute to show the product at the "Materiali innovativi e imprese 2009" exhibition, organized under the patronage of the Chamber of Commerce of Milan at the design museum Triennale di Milano.[11]

A list of the most notable honours the agency received when still was known as Lumen:

CompetitionYearCountryAward CategoryProductClientResult
Grandprix Pubblicità Italia 2011ItalyLuxury Packaging AwardZacapa XODiageoWinner[12]
Grandprix Pubblicità Italia 2011ItalyBrand Manual AwardFedrigoniWinner
Grandprix Pubblicità Italia 2011ItalyPharmaceutical Packaging AwardRilastilIstituto GanassiniWinner
Designpreis Deutschland2011GermanyPreliusCompagnia di VolpaiaNominee
Mediastar2011ItalyInternet Entertainment AwardgiOXO Digital EntertainmentOXOWinner
Grandprix Pubblicità Italia 2010ItalyBeverage Packaging AwardCinzano VermouthCinzanoWinner[13]
Grandprix Pubblicità Italia 2010ItalyLuxury Packaging AwardYacht Club CaseDiageoWinner
Grandprix Pubblicità Italia 2010ItalyCorporate Literature AwardBottega VerdeWinner
2009GermanyBest of the Best: Packaging Design AwardPreliusCompagnia di VolpaiaWinner[14] [15]
Grandprix Pubblicità Italia 2008ItalyCorporate Identity AwardAC MilanWinner[16]
Grandprix Pubblicità Italia 2008ItalyCosmetics Packaging AwardBio ClinIstituto GanassiniWinner
Grandprix Pubblicità Italia 2008ItalyPublishing Design AwardGazzetta dello SportRCS MediaGroupWinner
Grandprix Pubblicità Italia 2008ItalyBest Logo Design AwardFondazione CariploWinner
Grandprix Pubblicità Italia 2007ItalyBeverage Packaging AwardBoarioFerrarelle S.p.A.Winner[17]
Grandprix Pubblicità Italia 2007ItalyFood Packaging AwardCanned Vegetables BonduelleBonduelleWinner
Pentawards2007United StatesBottled WatersFerrarelle Special EditionFerrarelle S.p.A.Bronze[18] [19]

External links

Notes and References

  1. "Quando esperienza e innovazione sono al servizio delle imprese", Market Press, 3 September 2003
  2. Web site: Lumen: Partners . Lumengroup.com . 2011-07-13 . https://web.archive.org/web/20081120132958/http://www.lumengroup.com/en/index.php/partners . 2008-11-20 . dead .
  3. "Joint venture tra Lumen e Mildberry: nasce Mildberry Milan", Pubblicità Italia, 24 November 2006
  4. Web site: Lumen: About . Lumengroup.com . 2011-07-13 . https://web.archive.org/web/20080731083509/http://www.lumengroup.com/en/index.php/about/ . 2008-07-31 . dead .
  5. Web site: Avertiser.it . 2011-07-14 . https://web.archive.org/web/20101123165244/http://www.advertiser.it/agenzie/lumen/Descrizione.aspx . 2010-11-23 . dead .
  6. Web site: Give Your Brand Authority, Credibility, Trust & Visibility . 2023-04-27 . en-US.
  7. "Nasce Lumen, agenzia per la brand identity", Today Pubblicità, 3 September 2003
  8. "Per la brand identity nasce Lumen, fondata da Smith e Rovatti", Daily Media, 4 September 2003
  9. Web site: Lumen: Clients . Lumengroup.com . 2011-07-13 . https://web.archive.org/web/20081006075509/http://www.lumengroup.com/en/index.php/clients/ . 2008-10-06 . dead .
  10. in Triennale con il progetto Zacapa Centenario", Pubblicità Italia, 8 July 2009
  11. Paola Setti, "La Triennale brinda al rum", Packaging & Design, November 2009, pp. 92-93
  12. Web site: MyMarketing, Brand Identity GrandPrix 2011– La parola ai vincitori . MyMarketing.net. it.
  13. Web site: UNICOM, 2010 Design Awards: Italian winners list . Unicomitalia.org . 2011-07-13 . https://web.archive.org/web/20120326160657/http://www.unicomitalia.org/complimenti-a.php?pageNum_rs_comp=2&totalRows_rs_comp=140 . 2012-03-26 . dead .
  14. Web site: Red Dot Awards: 2009 Winners list (.xls file) . 2011-07-13.
  15. Web site: Prelius, Wilson Daniels ltd . Wilsondaniels.com . 2011-07-13 .
  16. Web site: UNICOM, 2008 Design Awards: Italian winners list . Unicomitalia.org . 2011-07-13 . https://web.archive.org/web/20120326160702/http://www.unicomitalia.org/complimenti-a.php?pageNum_rs_comp=12 . 2012-03-26 . dead .
  17. Web site: UNICOM, 2007 Design Awards: Italian winners list . Unicomitalia.org . 2011-07-13 . https://web.archive.org/web/20120326160708/http://www.unicomitalia.org/complimenti-a.php?pageNum_rs_comp=15 . 2012-03-26 . dead .
  18. Web site: Ferrarelle Water: Bronze Pentawards . Global Package Gallery.
  19. Web site: Pentawards for Bottle Waters . Finewaters.com.

This article is licensed under the GNU Free Documentation License. It uses material from the Wikipedia article "Lumen (branding agency)".

Except where otherwise indicated, Everything.Explained.Today is © Copyright 2009-2024, A B Cryer, All Rights Reserved. Cookie policy.