Brand Strategy, Identity & Storytelling
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:
● Innovation
How can we remodel systems, develop new technology to improve lives, and create a better future through innovative ideas?
● Sustainability
How can we improve our relationship with the planet, protect the environment, and implement sustainable design practices?
● Compassion
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.
Creative Direction, Strategy
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
– 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
– 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.
FutureFit
New technologies like AI are changing the nature of work for many sectors and industries. As more jobs become automated and obsolete, millions of workers are at risk of unemployment without the digital skills for tomorrow's jobs.
FutureFit is a pioneering initiative by Nesta and Google.org to tackle the challenge of retraining the workforce across Europe.
Working with trade unions, policymakers and learning experts, FutureFit is conducting pioneering research to determine the most effective ways to retrain at-risk workers with essential digital skills.
Underpinned by innovation, iteration and collaboration, we distilled essence of FutureFit's approach into a minimal yet meaningful brand symbol.
Brought to life in animation, visual elements spin and push forwards, representing the forward-thinking focus of the project.
In our visual identity system, the bars of the FutureFit symbol can be scaled to create bold compositions and used as a graphic container.
We continue to help FutureFit share their findings with governments, unions and training providers around the world through reports, guides and workshops.
“The Luka team are the best designers we've worked with. Their approach to understanding our work and narrative was thoughtful and impressive.”
— Olivia Chapman, Senior Manager, Nesta