Branding and design agency Awake — run by fresh graduates and students — was hired by Luma, the inventors of the original digital graffiti wall to rebrand their interactive product line.
Tim Williams, Commercial Director of Luma said: "We're impressed by how much time and effort went into understanding our business. I think their fresh eyes helped a lot to present ourselves in a way that is genuinely distinctive in our market."
The logo represents a person interacting with a screen — a link between all the Yr products. It summarises the products' expressive, exciting nature and contemporary edge.
The product line currently consists of the digital graffiti wall, YrWall; the digital drawing table, YrSurface; the augmented reality dance experience, YrMoves; and the interactive content delivery device, YrMirror.
Each product has its own personality through their unique colour palette. The brand expressions are closely tied together with the logo mark to create a simple and strong visual language. The typography balances between energetic boldness and a solid premium feel.
Awake has been responsible for designing all the brand applications as well: website, brochure, banners, brand bible, user interface, stickers, t-shirts, social media, motion graphics and sound identity.
Bence Bilekov, Creative Director of Awake said: "We started the project with an extensive research and consultation phase to meet the challenge of not only creating the new visual identity but proposing a brand strategy and architecture that elevates and strengthens both individual products and the master brand, Luma."
Awake kickstarted in 2012 by Bence Bilekov after graduating with First Class Honours in Motion Graphics from Ravensbourne.
He describes his motivation for starting the company so early on — "I believe that merging the passion and the uncompromised fresh ideas of design students and graduates with a high level of professionalism and flexibility we can provide similar treatment to small and medium sized businesses as big brands would get from big agencies. This could spark brave, game-changing collaborations that are more efficient, and most importantly future-focused. Something that everyone can put their heart and soul into. For me this is more exciting than anything that other agencies could offer."
Awake has a multidisciplinary design approach to any branding and advertising related challenge. They are a small team with a vast network of young talent covering diverse skills such as graphic design, motion graphics, illustration, sound design, web design and more.
To find out more about Awake or this particular project, visit their website.