Lumen (branding agency)

Last updated
Smith Lumen Srl.
Company type Limited liability company
IndustryBranding, design, advertising
Founded2003
SuccessorDrew Smith
Headquarters Milano, Italy
Key people
Drew Smith
Website www.smithlumen.com
Footnotes /references
Drew Smith acquired the company in 2014 changing its name to Smith Lumen

Lumen is a Milan-based multi-disciplined creative and design consulting agency, founded by Pietro Rovatti and Drew Smith in 2003. Drew Smith acquired the agency in 2014, changing the name from Lumen to Smith Lumen.

Contents

History

Lumen was founded in 2003 by the Canadian-born Drew Charles Smith, a consumer branding and packaging specialist, and the Italian Pietro Rovatti, a corporate identity and branding specialist. Previously, Smith had been Creative Director at Carré Noir, Robilant & Associati and, eventually, at FutureBrand Gio Rossi Associati, while Rovatti was Senior Art Director at Sudler & Hennessey and later Creative Director at FutureBrand Giò Rossi Associati. [1]

Growth

Lumen's approach was called branding innovation and, according to its founders, this is what made the agency quickly growing internationally, by opening a branch office in London (UK) in 2006 and establishing strategic partnerships in the same year with Mildberry, the first branding network in Russia, and in 2011 with 1.618, a Hong Kong-based branding agency. [2] [3] At its climax in 2011, the agency had 50 employees of 18 different nationalities. [4] [5]

Lumen offered a wide range of services for corporate ad private clients, such as brand strategy, packaging design, corporate & brand identity, brand management, retail design, environmental design, interactive media, point of sale and merchandise design. [6] [7] [8]

Clients

Lumen had worldwide-known clients from multiple business sectors, like Ferrero, AC Milan, Campari, Diageo. Autogrill, Bonduelle, Karl Zuegg, Unilever, Club Med, Illy, Parmalat, Gancia, Sky, Bticino, Barclays, Kellogg's, Heinz, Henkel, Festina and Rolex. [9]

Awards

Some Lumen's works have been awarded due to their style and the use of innovative materials. The project realized for the rum Zacapa Centenario Etiqueta Negra has been focused on the "emotional involvement of the material used in the packaging" (in this case, palm fibers reproducing the motif of the south-American petate on the pack): [10] a reason that prompted the Material Connexion research institute to show the product at the "Materiali innovativi e imprese 2009" exhibition, organized under the patronage of the Chamber of Commerce of Milan at the design museum Triennale di Milano. [11]

A list of the most notable honours the agency received when still was known as Lumen:

CompetitionYearCountryAward CategoryProductClientResult
Grandprix Pubblicità Italia2011ItalyLuxury Packaging Award Zacapa XO Diageo Winner [12]
Grandprix Pubblicità Italia2011ItalyBrand Manual Award Fedrigoni Winner [12]
Grandprix Pubblicità Italia2011ItalyPharmaceutical Packaging AwardRilastilIstituto GanassiniWinner [12]
Designpreis Deutschland 2011GermanyPreliusCompagnia di VolpaiaNominee
Mediastar2011ItalyInternet Entertainment AwardgiOXO Digital EntertainmentOXOWinner
Grandprix Pubblicità Italia2010ItalyBeverage Packaging AwardCinzano Vermouth Cinzano Winner [13]
Grandprix Pubblicità Italia2010ItalyLuxury Packaging AwardYacht Club Case Diageo Winner [13]
Grandprix Pubblicità Italia2010ItalyCorporate Literature AwardBottega VerdeWinner [13]
Red Dot 2009GermanyBest of the Best: Packaging Design AwardPreliusCompagnia di VolpaiaWinner [14] [15]
Grandprix Pubblicità Italia2008ItalyCorporate Identity Award AC Milan Winner [16]
Grandprix Pubblicità Italia2008ItalyCosmetics Packaging AwardBio ClinIstituto GanassiniWinner [16]
Grandprix Pubblicità Italia2008ItalyPublishing Design Award Gazzetta dello Sport RCS MediaGroup Winner [16]
Grandprix Pubblicità Italia2008ItalyBest Logo Design AwardFondazione CariploWinner [16]
Grandprix Pubblicità Italia2007ItalyBeverage Packaging AwardBoarioFerrarelle S.p.A.Winner [17]
Grandprix Pubblicità Italia2007ItalyFood Packaging AwardCanned Vegetables Bonduelle Bonduelle Winner [17]
Pentawards 2007United StatesBottled WatersFerrarelle Special EditionFerrarelle S.p.A.Bronze [18] [19]

See also

References

  1. ↑ (in Italian)"Quando esperienza e innovazione sono al servizio delle imprese", Market Press, 3 September 2003
  2. ↑ "Lumen: Partners". Lumengroup.com. Archived from the original on 2008-11-20. Retrieved 2011-07-13.
  3. ↑ (in Italian) "Joint venture tra Lumen e Mildberry: nasce Mildberry Milan", Pubblicità Italia, 24 November 2006
  4. ↑ "Lumen: About". Lumengroup.com. Archived from the original on 2008-07-31. Retrieved 2011-07-13.
  5. ↑ "Avertiser.it". Archived from the original on 2010-11-23. Retrieved 2011-07-14.
  6. ↑ "Give Your Brand Authority, Credibility, Trust & Visibility" . Retrieved 2023-04-27.
  7. ↑ (in Italian) "Nasce Lumen, agenzia per la brand identity", Today Pubblicità, 3 September 2003
  8. ↑ (in Italian) "Per la brand identity nasce Lumen, fondata da Smith e Rovatti", Daily Media, 4 September 2003
  9. ↑ "Lumen: Clients". Lumengroup.com. Archived from the original on 2008-10-06. Retrieved 2011-07-13.
  10. ↑ (in Italian) "Lumen in Triennale con il progetto Zacapa Centenario", Pubblicità Italia, 8 July 2009
  11. ↑ (in Italian) Paola Setti, "La Triennale brinda al rum", Packaging & Design, November 2009, pp. 92-93
  12. 1 2 3 "MyMarketing, Brand Identity GrandPrix 2011– La parola ai vincitori" (in Italian). MyMarketing.net.
  13. 1 2 3 "UNICOM, 2010 Design Awards: Italian winners list". Unicomitalia.org. Archived from the original on 2012-03-26. Retrieved 2011-07-13.
  14. ↑ "Red Dot Awards: 2009 Winners list (.xls file)" . Retrieved 2011-07-13.
  15. ↑ "Prelius, Wilson Daniels ltd". Wilsondaniels.com. Retrieved 2011-07-13.[ permanent dead link ]
  16. 1 2 3 4 "UNICOM, 2008 Design Awards: Italian winners list". Unicomitalia.org. Archived from the original on 2012-03-26. Retrieved 2011-07-13.
  17. 1 2 "UNICOM, 2007 Design Awards: Italian winners list". Unicomitalia.org. Archived from the original on 2012-03-26. Retrieved 2011-07-13.
  18. ↑ "Ferrarelle Water: Bronze Pentawards". Global Package Gallery.
  19. ↑ "Pentawards for Bottle Waters". Finewaters.com.
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