This is Lumos: Brand Refresh

This is Lumos: Brand Refresh

Lumos, the international children’s charity founded by J.K. Rowling engaged Global Natives to do a top to bottom brand refresh in advance of a major moment in the spotlight. That moment occurred last month, when the eBook version of The Tales of Beetle the Bard (a lateral book to the Harry Potter series) went on sale on Pottermore, with proceeds benefitting Lumos.

In the past months, we worked hand in hand with Lumos’ CEO and her amazing staff, both at their London HQ and in the field,to redefine how Lumos tells its story and engages the public with it. This was primarily accomplished as a result of a comprehensive process in which we deconstructed the brand via staff interviews and field research. Their work is so powerful, so important, but also complicated, and hard to immediately grasp given its breadth and depth. Thus, the initial focus of our work was entirely new branding and messaging. Once that was locked in, they put it to use… in a lot of places!

We’re proud to say that the finished products of the months’ long process speak for themselves. To tell their story across platforms, at eye level, to a multitude of demographics, we created:

A new website for Lumos that looks like anything but a standard charity website, with the emphasis placed on ongoing and dynamic storytelling. A major thanks to our friends at Public Society in Brooklyn for their help with design and development.

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We also worked with the very talented people at Giant Ant in Vancouver to create ashort animation that very ably explains what Lumos does and why it matters. We accomplished this by telling the story of a fictional little girl that exemplifies the very real problems Lumos exists to solve, and does so in just two minutes, with help from the animation’s narrator, J.K. Rowling.

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With multi-platform storytelling at the heart of Lumos’ brand refresh, we also executive produced a live action series of videos for Lumos with help from the gentlemen of Short Form Film in London and Extra Veg in Edinburgh. We’re looking forward to all of them being released in the coming months; you can check out the first one here.

Attachments area

Preview YouTube video J.K. Rowling: This is Lumos

J.K. Rowling: This is Lumos

Preview YouTube video J.K. Rowling Announces eBook version of "The Tales of Beedle The Bard" to Benefit Lumos

J.K. Rowling Announces eBook version of "The Tales of Beedle The Bard" to Benefit Lumos