Formalization of LumaTouch Brand

Shortly after joining LumaTouch one of my primary tasks was to document and formalize how the company communicated about its brand across the organization and to customers. Before designing a content strategy for the organization it often had varying portrayals of LumaTouch and LumaFusion which often didn’t match and confused customers about who the company is, its values, and its point of view on the world.

Over the five years I worked at LumaTouch I helped the company rethink its brand and how it presented itself in digital and print formats.

This ongoing process involved creating a new style guide outlining how LumaTouch talked about its products on various channels, redesigining the website, and refining LumaTouch’s value proposition and target audiences. I also created a presentation for the executive team outlining LumaTouch’s positioning, purpose, and personality.

This worked enabled LumaTouch to better position itself in the market, ultimately leading to millions of customers and obtaining the attention of key players in the industry including Apple who awarded LumaTouch iPad App of the Year for LumaFusion in 2021.