The consultancy was appointed in late summer 2010 following a three-way strategic pitch.
The project involved repositioning the company, aiming to transform it ‘from a technical to a brand-led operation’, according to Coley Porter Bell.
Initial workshops determined that employees viewed the brand as ‘feminine’, differentiating it from competitors’ more corporate image. This is referenced in the new name’s connotations of ‘illumination’ and ‘essence’; and a yellow, ochre, cerise and purple colour palette.
Lumesse global head of marketing, Michelle Martin, says, ‘It’s a technology-based business that talks about inspiring people, because our business is about people and their careers, not just IT.
‘We wanted the new Lumesse brand to reflect that difference, to stand out in a sea of dull, corporate blues and reds, to get people talking and to make our people proud of their brand.’
Stephen Bell, creative director of Coley Porter Bell, adds, ‘The new Lumesse brand is a beautiful reflection of what makes the company different.’
The identity launched on Wednesday.