Services: Branding, Visual Identity, Core Messaging, Illustration, Icon Design, Graphic Design, Print and Marketing Collateral Design, SquareSpace Website Design + Build

The collage illustration of paper scraps, double exposure photography, hand drawn leaf shapes and natural forms with old satellite diagram data formed the theme of the key artwork for the art direction of Lux's brand identity.

An immersive experience gallery and series of interactive installations and exhibits that intrigue and delight.

“A home for immersive art, where wonder ignites the curious.”

When Lux approached me to help them communicate their brand, they had a beautiful idea and a nice, simple logo – but needed an identity built around it all to really bring the concept of the experience gallery home to potential partners, donors, and guests.

The first step was to help them establish a narrative framework and core messaging structure to communicate the experience. After this, I helped them create a flexible brand architecture to help them grow unique new exhibits that still feel like cohesive extensions of the core brand. Lastly, we built out a defined color palette and typographic parameters to build equity on a certain look-and-feel, pulled together with a collage-style library of beautiful and creative key artwork for the brand's updated identity.


Brand Architecture, Core Message, and Key Artwork Framework Document

Narrative framework and brand identity core messaging and brand architecture document created for Lux.
Lux Brand Architecture, Core Message, Visual Moodboard and Key Artwork visual brand positioning document design.
Key artwork and core message copywriting for the updated branding identity for Lux.

Key Artwork and Iconography

Graphic icons and illustrations designed for Lux representing Renewed Mind, Transcendence, Serenity, and Sacred Space.

Web Design

Website design and illustrations for Lux shown on responsive mobile device.
Lux web design features the key art collages and illustrations as well the brand architecture and core messaging framework and narrative copywriting.

Printed Branding Collateral

Business cards, One-Sheet, Instructional Card for the first exhibit "The Tesseract," Schedule for the collaboration at Miraval, and Experience Journal notebooks

Front and back business card design as part of the visual branding identity created for Lux shows a black and white front of card and on the back is one of the collage illustrations and double exposure photography key art compositions.
Stationery and brand materials for the printed marketing collateral designed for Lux, including the business cards, one sheet, instruction card, rack card for Lux at Miraval, and the kraft paper scoutbook designed with a halftone photo overlay for the experience journal notebooks.


Client: Lux (Kaleb Matson, Ryan Bernal)

Art Director, Illustrator, Designer: Russell Shaw

Print Vendors: Moo (Business Cards), Scout Books (Experience Journals)