Lux Global Partners

  • Business Advisor Web Design
  • Business Advisor Web Design
  • Brand Brief Diagram
  • Financial Services Business Cards

Lux Global Partners


Lux Global Partners is a startup investment advisory firm supporting entrepreneurs and inventors whose products and technologies advance goals of global sustainability and conservation.

Their brand needed to directly address the following:

  • 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.


  • To begin, 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 then conducted a comprehensive strategy session 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 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
  • We then translated this information 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’ve set up and customized their LinkedIn company page.
  • We launched a website to describe their programs and business philosophy.

Going forward with the project entails:

  • We’ve set up and customized their LinkedIn company page. We populate the page with relevant articles and other content.


We will be kept on to assist with ongoing social media updates and interaction. We have been invited to offer services to their clients, to include branding, print design, web design, and the like.



New York, New York


Branding, Social Media, Web Design