Rebranding success: transforming a legacy brand for modern markets.

A complete visual overhaul that maintained brand heritage while appealing to contemporary audiences. The new identity system helped them attract new customers and increase brand recognition significantly.

Thirty years of brand equity meant the audit came first: we mapped which assets customers actually recognised — the badge silhouette and the signature amber — and rebuilt everything else around those two anchors.

Rollout was phased across dealerships, fleet livery and digital over one quarter, with a migration kit that let regional teams switch over without a single off-brand asset going out.

Client

Lumen Auto

Year

2024

Discipline

Rebranding

Services

Rebrand, Guidelines

Timeline

10 weeks