Lumion
- Year
2022
- Role
Brand Strategist
Keeping creators in their creative flow.
Key Deliverables
Brand Positioning Framework
Product Architecture
Product Naming
Visual Identity
Website Development
Challenge & Task
Lumion, a 3D rendering software primarily used by architects since 1998, needed to clarify its brand positioning ahead of a major product update.
The company required a comprehensive brand strategy that would differentiate them from competitors focused on technical complexity.
The challenge was to shift perception from rendering as a specialized, time-consuming chore to an intuitive, desired part of the creative process.
“The ability to keep creators in their flow and true to their vision is where true value lies.”
“The ability to keep creators in their flow and true to their vision is where true value lies.”
Key Insight
Strategic Solution
We anchored Lumion's positioning in the core insight that keeping creators in their flow and true to their vision is where true value lies.
This developed into "Every creation starts with vision" - establishing them as the brand that transforms technical visualization into an inspiring creative experience.
Rather than competing on features alone, the positioning focused on the joy of creation and the ability to bring architectural visions to life without technical barriers.
Result
Lumion now showcases a distinctive value proposition of creative empowerment over technical complexity.
The "window to the future" framework provides direction for all brand expressions, from subtle product integration to bold marketing campaigns.
The positioning successfully bridges Lumion's technical heritage with creative aspirations, making rendering feel accessible to both experienced and new users.