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.

Cicada Innovations

Cicada Innovations is one of the leading incubators in the world, renowned for developing science-led ‘deep tech’ ventures that are tackling society’s most pressing problems and promising opportunities.

Working at the forefront of technology, Cicada’s residents apply groundbreaking innovations in advanced materials, synthetic biology and AI to challenges like the future of human health, food security and the climate crisis.

Established in 2003, Cicada supports entrepreneurs with access to cutting-edge labs, connections, mentoring and a thriving community.
Having launched hundreds of companies collectively valued at over $2bn, Cicada’s mission is to make Australia a leader in deep tech while inspiring the next generation of scientists and entrepreneurs.

Cicada approached us to create a new brand identity that reflects their mission. This led us to the brand idea of ‘Discover Tomorrow’ which positions them as a pioneer and home for deep tech. 

Cicada’s historic building was once a factory for railways in the last industrial revolution and is now a home for revolutionary technology. Our logo symbol reflects their role as a physical incubator space drawing from the language of architectural blueprints.

The geometry of the symbol reflects the industrial details of their heritage building.

We created an expressive logo of abstract Cicada letterforms as an extension of the primary symbol.

The letterforms can be reconfigured in endless combinations reflecting how the incubator tailors their labs and spaces to grow alongside their residents’ needs.

The expressive logo allows us to create distinctive graphic arrangements across a range of different applications.

The ‘C’ symbol can also be used as a viewfinder to highlight the scientists and entrepreneurs that make up the Cicada community.

The resident ventures span across a range of industries from agriculture to health, climate, infrastructure, space and more. We created a suite of icons to help communicate their areas of focus. 

We designed a contemporary website with a bold yet technical feel, paired with natural, documentary photography of the ventures and deep tech in action.

Cicada’s space comes to life with events, workshops and programs that connect residents, investors and their thriving community, creating a truly unique home for deep tech.

“Luka helped us articulate and bring to life our DNA. The research insights communicated our value beyond what we even see. Our identity became crystal clear. Our mission became sharp. Our verbal and visual identity is compelling to everyone we need to reach. Luka has taken the complex journey of deep tech and the impact we can have on the world, and humanised it and made it real for our residents, our community, our collaborators and our partners.”

– Sally-Ann Williams, CEO