The new website for Luma is a Communication Arts Webpick of the Day. Luma is the lighting design practice of sustainable design leaders PAE. Their role: integrating light into spaces and materials to expand possibilities and shape human experiences. Their new digital destination demonstrates both their humanistic ethos and an innovative practice with global impact.
While design boldly dramatizes the impact their work has on space, it mirrors the firm’s elemental creativity. The brand is introduced cinematically, leveraging typography and arresting imagery to create the feeling of a highly designed museum exhibition. The project work minimizes content to elevate brand perception and visual expression of form. Throughout the site, behavioral physics, like the brand introduction on home, fading out upon scroll and revealing the navigation, and the activity between projects, are both subtle and striking.
Working in a space that’s primarily about attention to detail, “industry caliber” is the driving lever behind the site’s strategy, where forward-thinking and talented humans harness the power of light to brighten the planet in inspiring ways.
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