Lumière HQ
Parent brand and product company, built in-house. Brand architecture, product strategy, positioning, editorial strategy, and naming.
Lumière HQ is the brand structure behind the products. It exists so a portfolio of planning software can grow without rebuilding the brand every time a new product ships.
- 1 flagship
- Lumière Wedding Planner, live
- Shared base
- Products inherit the foundation
- 4 audiences
- Planners, producers, venues, partners
The situation
Event information is fragmented across spreadsheets, inboxes, calendars, documents, and niche tools. Teams spend their time reconciling versions and chasing approvals instead of running the event.
The strategic decision
Build from real event operations outward rather than from software categories inward. Structure the company as a portfolio of purpose-built planning products on a shared foundation, guided by insight, craft, and care, so each product solves one operation properly.
What was built
- Brand architecture spanning the parent brand and its products
- Product strategy and portfolio roadmap on a shared foundation
- A design philosophy and positioning the products inherit
- Editorial strategy and product naming system
Outcome
Brand strategy already expressed as a real product ecosystem, with Lumière Wedding Planner as the live flagship and a structure to support new products without a rebrand.
Proof
The brand system and portfolio architecture, shown next to a flagship product already in market.
More work
Digital marketing agency
TEDDYco Media
A site matching their line, "Building brands people remember", fully-branded and clear Tone of Voice, reflective of the work and their successes.
Hospitality software
Hostly by Vero Dawn and BTGM
Instead of having to dedicate your time-off to customer reviews, we've narrowed it down to roughly ten minutes a day, nothing auto-posted.
Consumer product, built in-house
Lumière Wedding Planner
A live planning platform proving the strategy-to-product path end to end.
Partnership
Build the next one together.
Ongoing partnership means the strategy keeps moving after launch, with a marketing function that compounds instead of restarting each quarter.