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A visual system for
Luminess
Scope:
- Emblem design
- Product visualization
- Packaging visualization
- Video editing and motion graphics
- Social media assets
Credits:
- Creative Direction: Luminess Creative Leadership
- Design & Execution: Luminess Design Team
- In-house contribution under Jess Russi
Before Polymotions had a name, we were deep in the design and product trenches at Luminess, a beauty tech brand evolving FAST. We worked across teams to shape seasonal campaigns, packaging, and motion graphics. But the real shift came when we introduced 3D modeling, product visualizations, and in-house prototyping into the workflow.
That move turned design into a feedback loop. We could test ideas physically, refine them in real time, and make decisions rooted in both brand and usability. It’s where we first saw how a strong visual system could bridge storytelling and product development.
That mindset became the foundation for Polymotions.
As Luminess leaned into a cleaner, more refined brand identity, we designed a new emblem to match.
The mark: two mirrored “L”s forming a clean rectangle, was created to convey balance, symmetry, and quiet sophistication.
A subtle but versatile symbol that could flex across packaging, campaigns, and digital assets. Developed in collaboration with the marketing team, it added a layer of structure and polish to the evolving brand system.
The new emblem showed up: etched into products, pressed into packaging, built into the brand’s physical language.
The new brand extended to the new product line, packaging, digital, and motion… every element part of one cohesive visual system.
That system supported internal decision-making and created external consistency. It made it easier for teams to build, launch, and grow with clarity.
The new brand experience included how-to videos for every product. We handled in-house editing and brought each video into the system with branded graphics, titles, and smooth transitions.
Scalloped contours, magnetic attachments, glass, and metallic finishes reinforced the brand’s identity. We created visualizations, detailed 3D modeling and in-house prototyping, to test and refine design decisions in real time. Each iteration focused on embedding the brand’s identity into the product itself. We designed it, printed it, tested it, and made it better until it was ready to live in the real world.
While rebranding and developing the product, we co-created marketing and launch materials.
The rebranding process went through a Chanel-inspired collage and experimentation phase, which later became the perfect visual foundation for the Greatest Lips Vol. 2 launch campaign.
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