Role: Senior Designer
Company: Lumen Technologies

Lumen is human. That’s the mantra that connects the various global teams that comprise Lumen Technologies. It’s the principle that guides the company culture, relationships with customers, and the work of our creative team. Each human desires their own flavor to the world, and so did Lumen when it decided to rebrand in 2023. As a tech company, it’s easy to get lost in a sea of blue brands, so we decided to dive deep into who we are, name it, own it, and create a bold, brave, and authentic new identity that makes us more human. We launched a refreshed brand identity that is unlike any other B2B brand out there. We did it all in house, working with our partners at Neuro-Insight and Quadrant Strategies to reimagine the aging Fortune 500 brand into something bold, energizing, and customer-focused. 

We relied on neuroscience from our third party partners, using data to guide each step of this process. From vision casting to multiple rounds of creative testing, we followed the data, striving specifically for emotional connection and memorable impact. Letting the data lead was effective. Our new positioning is 64% more memorable than our previous positioning, and our visual identity is up to 27% more effective than our competition when it comes to driving consideration.

This initiative required countless creatives across the entire in-house team. We each applied our unique superpowers while collaborating towards one collective goal. We dreamed big and worked courageously, running fast and hard to reintroduce our brand as bolder, brighter, and most importantly—more human.