Illuminate
the path ahead.
LUMEN is a brand and growth studio for ambitious DTC businesses. Strategy, identity and acquisition in one engagement, so every part works toward the business you intend to build.
Strategy
The customer's world, the business you intend to build, and the path between.
Brand
Identity, voice and product experience that give people a reason to want you.
Growth
Acquisition and retention as one system, live in Pulse from day one.
We study the life around the purchase, make the reasons to believe tangible, and keep the promise beyond the first sale. Move your cursor across the work to see what that looks like.Touch the work to see what that looks like.
A passage for light. Selected work, 2026.
Selected work
All projects
Sunday
The insight was trust. The response was a community.
Ember
A new standard in research. Considered in every detail.
Cowboy Law
Western, worn in.
Pawtydes
The treat that works as hard as they play.
1845 Reserve
Verified. Wholesale. Two-day delivery.
Happy
Colour as conviction.
Forward
Architecture for a product range.
Vespr
Precision, labelled.
Sunday, in one number
Monthly revenue, before
Monthly revenue before the rebuild and six months later. Figures supplied by LUMEN's founder.
Sunday, reconsidered
Sunday's audience wanted a credible place to ask questions. In a crowded category, buyers wanted someone they could trust before they wanted a product.
What we do
Most businesses split these across vendors and lose the thread. We keep strategy, design and growth in the same room so each decision carries the others.
- 01
Brand strategy
Positioning, audience, the business you intend to build.
- 02
Identity and packaging
Wordmarks, systems, labels, boxes, the object in hand.
- 03
Web and digital
Stores and sites built to convert without shouting.
- 04
Photography and 3D
Product worlds people want to be inside.
- 05
Acquisition and retention
Paid, lifecycle, community. Tested, kept or killed on evidence.
Inside your engagement
The old model protects the account from the client. Pulse does the opposite. Every test, every decision, every file, live for you from day one. It is not a report. It is the room.
Test everything. Opinions aren't validated; data is.
Founder-voice hook outperforms product demo on cold traffic.
Thumb-stop +41%. CPA down 18%.
Thumb-stop +41%. CPA down 18%.
KeptA bundle offer lifts order value without hurting conversion.
AOV +22%. Conversion within 1%.
AOV +22%. Conversion within 1%.
KeptLookalike audiences still beat broad at this spend.
Broad won on CPA by 14%.
Broad won on CPA by 14%.
KilledFrom the Desk of Lumen
The Desk publishes the decisions behind the work, including the ones we had to reconsider. One issue a week. Written by the people doing the work.
Latest
Sunday made room for the questions
In a crowded category, buyers wanted someone they could ask. Our response was a private research community, built into the brand.
If you're blind to it, you're bound to it.
Start a project
We choose who we work with, and we choose carefully, because the way we work does not stretch to everyone. If you are building something people should want, and you would rather see what is true than be told it is fine, we would like to hear from you.