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 of brand and product 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 part of a larger rebranding effort, we moved through phases of collage-based maximalism, using layered graphics, textured elements, and expressive type, before shifting toward a more minimal and product-centered aesthetic. The final system allowed the products to stand out through clarity, restraint, and carefully considered interaction design.
The initial challenge was a full brand refresh for Luminess Cosmetics. The brand was evolving towards a cleaner, more refined identity, and the design needed to reflect this shift. Our task was to create a new emblem and a cohesive visual system that conveyed balance and sophistication, extending seamlessly from product and packaging to digital and motion. The core problem was to make a tech-heavy beauty brand feel elegant and simple, not overwhelming.
Our exploration phase began with a unique, Chanel-inspired collage and experimentation phase. This creative work became the perfect visual foundation for the new brand identity and later informed the launch campaign for Greatest Lips Vol. 2.
The new products design was a meticulous, iterative process that focused on bringing the new brand language to every aspect. The design choices were intentional: scalloped contours, magnetic attachments, and premium materials like glass and metallic finishes. We designed, printed, and tested each iteration, refining the look and feel until the product was ready for the real world.
We moved quickly from sketches to detailed 3D modeling and in-house prototyping. This hands-on process allowed us to test and refine every detail in real-time, focusing on how the brand's new identity could be physically embedded into the product itself.
The new emblem showed up: etched into products, pressed into packaging, built into the brand’s physical language.
The journey began with a review of the existing logo and the creation of an icon: two mirrored “L”s forming a clean rectangle to convey balance, sophistication, and symmetry. We designed the logo with input from the marketing team, creating a visual that could work seamlessly across packaging and campaign assets.
This emblem became a subtle yet impactful mark of elegance and brand identity. The team started to integrate it directly into products and used textures and finishes on the packaging to bring it to life. By layering materials and playing with surfaces, we created a sophisticated overlay effect that added depth, tactility, and a quiet sense of luxury to every product.
The new brand experience included the new emblem, new products, and 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.
While co-developing the new brand and product line, we also co-created the marketing and launch materials for different products. For this we upcycled the original 3D models and created a range of motion assets and animations for social media and digital content, helping the brand communicate with energy and consistency across platforms.
We co-created a very complete visual system that allowed the new identity to work across all platforms without competing with the products themselves. From packaging to digital and motion, every element was part of a single, unified system that reinforced the brand's new, refined direction.
The Luminess rebrand was successful, giving Luminess a clean, clear identity that was instantly recognizable in a crowded beauty tech market. By embedding the brand’s identity into the product's physical details, through thoughtful design choices, clean lines, and simple materials, we made the technology feel elegant and not overwhelming. The final, cohesive system gave Luminess a sophisticated foundation for its future growth.
