Brand Strategy, Identity & Design

We help purpose-led pioneers tell their story and amplify their impact.

Inspired by this emerging wave of leaders, entrepreneurs and system-builders, we’re driven to create brands as brave as they are.

We partner with clients working in three key areas:


How can we remodel systems, develop new technology to improve lives, and create a better future through innovative ideas?


How can we improve our relationship with the planet, protect the environment, and implement sustainable design practices?


How can we cultivate inclusive communities, celebrate diversity, and create a more equitable society?

About Us

We’re a mission-led studio using our creativity for positive change. We’re about good vibes, great work and collaborating with like-minded people.

Kevin Tran
Creative Direction, Strategy
Damien Attenborough
Research, Strategy, Storytelling

Our Process

Before launching Luka in 2016, our team spent a decade honing our process at award-winning branding and advertising agencies in London and Sydney.

Here’s how we work:

1) Foundational research

–  Stakeholder interviews
–  Competitor research
–  Research playback

We immerse ourselves in your world to understand your big vision for the future. Through workshops and interviews with teams, partners and customers, we discover what makes your organisation unique.

2) Purpose-led strategy

–  Brand strategy
–  Brand architecture
–  Mission
–  Vision
–  Values

Rigorous thinking underpins our process. From understanding the audience to defining what the brand should express, we create a concise strategy that guides our design decisions and takes the guesswork out of creativity.

3) Crafted design

–  Visual identity
–  Print design
–  Digital design
–  Motion design
–  Environmental design
–  Art direction

–  Illustration

A clear strategy is only half the solution – great brands are also beautifully executed. With a focus on conceptual thinking, craft and contemporary style, we design visual identities that can flex across digital, print, motion, physical spaces and experiences.

4) Compelling stories

–  Brand voice
–  Brand story
–  Messaging
–  Naming
–  Taglines
–  Scriptwriting

From rallying supporters to educating the public, every brand needs to move people through storytelling. Whether it’s a line on a billboard or a script for a film, we bring creativity, sensitivity and nuance to sharing your story with the world.

Arc Suncare

Many traditional sunscreens contain microplastics that often end up polluting oceans and harming marine life. Arc Suncare do things differently with their range of all-natural sunscreens that are safe for people and planet.

Arc Suncare is a mineral-based sunscreen made of zinc oxide – a compound that isn't widely used in sunscreen because of its thick opaque consistency.
Arc Suncare's specialised formula provides broad-spectrum protection with a uniquely clear, lightweight finish once rubbed in.

We typically associate sunscreen with beaches, holidays and getting out into nature. But day-to-day in the city, many of us overlook the importance of protection from the sun. Our task was to create a brand identity for eco sunscreen for use from city to seaside and anywhere in-between. 

Our name 'Arc' is a subtle reference to the path of the sun as it moves across the sky. We incorporated this idea of circular trajectories into the geometry of our custom logotype.

We reflected the same circular geometry in a suite of icons that communicate how Arc Suncare is kind to skin and the environment.

Nick Prideaux brings our vision for the Arc brand world to life though his idyllic, laid-back photography – capturing light-filled moments that are natural, delicate and optimistic. 

We reflected the same circular geometry in a suite of icons that communicate how Arc Suncare is kind to skin and the environment.

Our poetic messaging invites people to explore the city with more curiosity, with Arc Suncare providing natural UV protection wherever they go.