MISSION
Concept, strategy, marketing, UI design and visual identity. All-in-one.
Challenge
This project explores the creation of a concept and visual identity for the fictional high-end interior brand LUMA LOU. The aim was to develop a cohesive design and user experience that combines retro-inspired aesthetics with futuristic elements, while leveraging AI tools such as Adobe Firefly and Midjourney to generate unique product designs and imagery.
The project includes brand development, a responsive e-commerce prototype, and mockups showcasing LUMA LOU’s presence across digital and physical platforms. By emphasizing storytelling and aesthetic innovation, the project highlights how AI can be integrated as a co-creative tool in branding and design processes. The final deliverable is a digital universe for design enthusiasts that not only sells products but also evokes emotions through a conceptual narrative blending the nostalgic and the futuristic.
Goal
The goal with this project was to explore AI as a creative partner in brand and web design while creating a digital universe for design lovers. It showcases how AI can go beyond being a tool to become a co-creator of unique expressions and products. Instead of physical objects, the project demonstrates how digital environments can fulfill our need for design and aesthetics. By merging storytelling, aesthetics, and technology, it builds an immersive experience that strengthens the emotional connection between users and a brand, blending futurism with nostalgia to create a sense of exclusivity.
Process
BRAND STRATEGY
UX RESEARCH
CONCEPT DEVELOPMENT
VISUAL DESIGN
SITE MAP
WIREFRAMES
HIGH-END WEB DESIGN
PROTOTYPING
TESTING
Result
The project has resulted in a complete visual identity and web design for LUMA LOU - a brand universe that embodies the core concept: the balance between futurism, retro aesthetics, playfulness, innovation, and design. The tagline encapsulates it perfectly: "Inspired by the future, with love from the past"—a guiding principle throughout the project.
I have crafted a visual language that sparks curiosity and built a strong brand identity through key assets such as mockups for the website, social media, and physical elements like packaging, signage, and editorial design. The fusion of 70s influences with the contrasts of futurism and the metaverse has been a key inspiration, shaping a design that captures the future while being rooted in the familiar warmth of the past.
Beyond the interplay of past and future, the identity thrives on contrasts—between playful and minimalistic, organic and structured, soft and bold. These dualities are at the heart of the graphic profile, shaping a brand that is both timeless and forward-thinking.