Fund management is a space that tends to communicate through distance: dark palettes, formal minimalism, and the visual language of institutional authority. Luma Capital had a different vision: a company where financial expertise and genuine human connection exist in equal measure.

The brand concept grew from an idea, that Luma Capital's most defining quality is its relationship with the people it works with. The logo draws on a stylised interpretation of the luma plant and the rūta, two botanicals with deep symbolic roots, unified by a connecting circle that represents community and belonging. Every element of the mark is balanced and proportional, reflecting the company's commitment to growing alongside its clients, with the client always at the centre.

The colour system moves away from the cold conventions of the industry. A deep teal was chosen as the primary colour - calm, balanced, and refined with warm peach and terracotta accents that bring approachability and life to what could otherwise feel like a purely technical space. The typographic pairing of Kanit Light and Nunito Medium carries the same dual quality: clear and geometric, but never stiff.

The full identity system was built to carry consistently across every touchpoint - from the brandbook and presentation templates to document systems, email signatures, and templates for the team's day-to-day use. A brand ready not just for where Luma Capital is now, but for where it's heading.