Lumen Labs
A SaaS that finally explains itself
sells itself
Lumen Labs had real product and a real problem: nobody could tell what it did in under a minute.
So we fixed the story first, then rebuilt the site around it — one team, one pass, no handoff gap.
The challenge
Great engineering, muddy story. The old site led with features, buried the value, and lost people before they ever signed up.
Find the one message
We figured out what Lumen was actually about and wrote a single clear line everyone could repeat — then built the identity around it.
A site shaped to convert
Rebuilt fast and measurable, leading with value instead of features, with the funnel designed in. Sign-ups jumped 40% in the first month — same software, a story people could finally repeat.
“They figured out what we were actually about, then made it look effortless. Sign-ups jumped the first month.”
Want to see more?
remembering
A consumer brand identity and storefront for a product team that had built something great and dressed it in something forgettable.
2024 
A digital home for centuries of scholarship — an editorial brand and a searchable web platform that makes a dense archive feel alive and navigable.