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.


Settle is a London-based charity that take a preventative approach to homelessness, supporting young adults at the key transition of moving into their first home after leaving the care system.

For many young people moving out is a positive decision, taken when they feel ready to live on their own, with the help of their family. However for care leavers, this transition is often unsupported and abrupt.

62% of under 25s become homeless due to a relationship breakdown, usually with their parents. The absence of those relationships mean young people living independently lose essential advice and emotional support. 
Through intensive 1:1 coaching around wellbeing, financial literacy and employment, Settle help young people create long lasting change and build a stable life.

Settle approached us to create a new brand identity that reflects their innovative approach to tackling homelessness.

Our brand strategy was guided by the idea of ‘Moving Forward’, reflecting Settle's mission of empowering young people and the transformational relationships they create.

A core principle of Settle’s work is to involve young people in everything they do from programme design to decision making.

To reflect this approach, we drew inspiration from the world of streetwear to create a contemporary charity brand with young people at its core.
Our bold, robust symbol was informed by the blocky rooftops of London townhouses. The repetition of angular shapes conveys a sense of energy and positive direction.

We paired this symbol with an understated logotype that borrows from contemporary streetwear aesthetics, with the intentional use of bold italics to embody our ‘Moving Forward’ brand idea. 

To further emulate the language of streetwear, we created a suite of logo variations to be used expressively across their brand communications.

Settle’s visual identity taps into a lo-fi, street-press, youth culture design language.

With a focus on authentic storytelling and uplifting messaging, the brand tone of voice is honest, optimistic and empowering.

We wanted to create an unconventional charity brand that young people would feel proud to be part of, even after they had graduated from the programme and settled into their new homes.

“Luka's work has been exceptional and exceeded all our expectations. Strategically, they've enabled us to express who we are and differentiate ourselves in a crowded sector. The creative process was ambitious, thorough and collaborative. By reimagining our identity, we feel more confident in communicating our story and strategy to partners and funders. It’s energised our team and given the organisation a new lease of life. Thank you team Luka!”

– Rich Grahame, Chief Executive