Nuluum
Year
2021
Projects
- Naming
- Logo Design
- Brand Guidelines
Growing Plants & Growing People
It’s not every day you get asked to create a brand for a life coach, landscape design firm, event space and family home–all under one roof. But that’s exactly what we found ourselves doing after Lola and Nathan Wright approached us with the request to unite their business and personal lives in a new, combined brand.
Logo Design
To come up with a fitting identity for this unique new brand, we focused on finding the common ground between Lola’s and Nathan’s professions. After a few collaborative workshops, we found ourselves gravitating toward names that played with concepts like light, life, transformation and renewal. Of the dozens of names we explored, Nuluum–derived from “new light”–was the one that shined brightest. A new brand was born.
The logo design process was grounded in many of the same concepts as the name exploration, while also bearing in mind Lola and Nathan’s aesthetic preferences. A handful of keywords–elegant, sophisticated, inviting, warm, contemporary and beautiful–were our guiding stars. Lastly, we knew we wanted the mark to incorporate floral and/or celestial elements.
The final design was centered around a stylized lowercase n, which we simply flipped and rotated to create nearly every element of the logo–including the icon, which we formed out of eight overlapping n’s. The floral silhouette of the icon nods to the physical garden and plant work that Nuluum creates, while the interior negative space forms an eight-sided star that represents awareness, understanding and enlightenment. The end result is an elegant mark symbolizing a place where both plants and people grow.
Brand Guidelines
As with the name and logo, we built the design system and brand guidelines to work across Lola and Nathan’s various business ventures. Given the broad scope of the brand, we wanted to make sure it felt at home on everything from podcast covers to gardening supplies.
Brown
#49261a
Purple
#cc7bd9
Pink
#f9b2eb
Avocado
#bec136
Orange
#f57f15
Ivory
#fffef4