Lux Global Partners
New York, New York // Business Services Firm Branding & Launch
The Challenge
An eco-conscious startup in a competitive market.
Lux Global Partners is a startup business advisory firm supporting entrepreneurs and inventors whose products and technologies advance goals of global sustainability and conservation.
First we identified the potential barriers to outreach and growth:
- Many venture capitalists (VCs), one of the business’s key target audiences, advise against hiring a business advisory firm like Lux.
- Lux is a new player in a heavily saturated marketplace—both domestically and internationally—of established VC firms and business advisory firms each trying to attract the best products and bright minds in clean tech, emerging tech, sustainability, and conservation.
The Strategy
We conducted a comprehensive series of brand consulting sessions to evaluate Lux’s competitors’ brand identities and messaging. This helped refine a stylistic direction as well as serve as a survey of the general marketplace.
- We advised the client after a few misfires on brand naming. They wanted to name the business themselves. However, one choice was too narrowly focused and would’ve made it difficult to add new partners; another had a trademark conflict.
- We challenged the Lux team to think beyond partner bios and service descriptions, from which we built a brand brief outlining the following: Value proposition, Key stakeholders, Core purpose, Vision statement, Primary & secondary target audiences, Similar organizations, Brand attributes, Positioning statement, Audience attributes
The Relationship
Following our brand consulting phase, we then developed their brand identity, the physical manifestation of their brand:
- We translated the brand messaging and research into a logo design that truly embodies Lux’s Big Idea, which emerged from the brand definition process, that they are: At the intersection of idea and launch.
- We’ve created business cards to match the style derived from the development of the brand brief.
- We launched a website to describe their programs and business philosophy.
- We set up and customized their LinkedIn company page. They are utilizing our social media management service. After just one month, their website traffic was up 65.48%; number of users were up 38.89%; pageviews were up 85.37%; average session duration was up 153.07%; and bounce rate was down 18.55%.
- We then designed and built their trade show booth, with an 8-foot wall, podium, pens, Surface tablet stand, and magazine rack.
The Portal
Following delivery of our sales flyer designs and pitch email content, we busted out pencil and paper for Part 2 of this exciting client project: an extranet called LuxConnect.
The portal unifies and streamlines processes for internal staff, clients, and channel partners. It features project management, e-commerce, document management, and communication tools, which opens up opportunities for a better and more professional user experience for everyone the consultancy represents and collaborates with.
We began with sketching UX user flow, then diagrammed it for presentation to the client and their staff before moving on to build the intuitive private portal.
Beta launch occurred in April 2018.
