This is Lumos: Brand Refresh
Lumos, the international children’s charity founded by J.K. Rowling engaged Global Natives to do a top to bottom brand refresh in advance of a major moment in the spotlight. That moment occurred last month, when the eBook version of The Tales of Beetle the Bard (a lateral book to the Harry Potter series) went on sale on Pottermore, with proceeds benefitting Lumos.
In the past months, we worked hand in hand with Lumos’ CEO and her amazing staff, both at their London HQ and in the field,to redefine how Lumos tells its story and engages the public with it. This was primarily accomplished as a result of a comprehensive process in which we deconstructed the brand via staff interviews and field research. Their work is so powerful, so important, but also complicated, and hard to immediately grasp given its breadth and depth. Thus, the initial focus of our work was entirely new branding and messaging. Once that was locked in, they put it to use… in a lot of places!
We’re proud to say that the finished products of the months’ long process speak for themselves. To tell their story across platforms, at eye level, to a multitude of demographics, we created:
A new website for Lumos that looks like anything but a standard charity website, with the emphasis placed on ongoing and dynamic storytelling. A major thanks to our friends at Public Society in Brooklyn for their help with design and development.