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Luminous Branding

↑ Abbreviated Brand Guidelines
These guidelines outline the essential elements and standards for presenting the Luminous brand accurately (click the image to enlarge slides).

 

↑ Brand Development Deck
An overview of the process behind defining and executing the development of the Luminous identity. (click image to enlarge).

Client Project
June 2025

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Luminous Branding
The word Luminous means "full of or giving off light.” 

Luminous originated from Jonas Paul Eyewear, a brand that was inspired by the birth of their son, Jonas, who was born with a rare eye condition. Today, Luminous serves as the holding company for Jonas Paul and several other optical brands—dedicated to, "shedding light into every corner of the optical space with eyewear that is designed, distributed, and displayed in a way that supports the greater good.”

What started as a mission to help their son Jonas has grown into a global effort to bring vision to children in need. Through their “Buy Sight, Give Sight” program, Luminous provides glasses, funding, and eye care support to children around the world.

At the time, Jonas Paul hired me to elevate its existing portfolio by designing an identity that would create space for future brands aligned with its mission. Guided by research, collaboration, and informed insights provided by the team, my primary design goals were to establish a strong identity that connects the master brand with its sub-brands, stands out in a competitive market, and reflects boldness, innovation, and meaningful impact.

Though the project faced early challenges, our shared determination and open dialogue allowed us to refine the concepts until one emerged that aligned seamlessly with their vision, core audience, and markets. The process was rigorous but ultimately fulfilling, requiring a careful balance of innovation and consistency within a hybrid brand model.

The result is innovative, distinctive, and thoughtfully aligned with their mission, as well as their current and future brands, and sub-brands. Luminous embodies a quiet sophistication—illuminating rather than overwhelming. It reflects an intentional brilliance, balanced with confident contrast to express the essence of the brand.

  • + Brand Identity Design

  • + Creative Direction
    + Research
    + Concept Development
    + Sketching and Ideation
    + Graphic Design
    + Illustration
    + Project Management

  • This project was a collaborative effort between Jonas Paul Eyewear team: Ben Harrison, Laura Harrison, Spencer Blanchard and myself. For more information about Luminous products, visit Lumionus Optical.