Luma

How do you know when your brand is holding you back? It’s an uncomfortable thought. Especially when everything looks like it’s working. Clients are coming in. The team is busy. The numbers stack up.

But scratch beneath the surface and a different story starts to show. One where perception lags behind reality. Where a young, dynamic team is wrapped in a brand that feels dated, corporate and just a little bit expected. That was the tension at the heart of Firmitas.

Operationally Firmitas Financial Planning was doing the right things. Clear advice, strong relationships and a genuinely people-first approach. But none of it felt visible because the brand sat in a category that, frankly, all looked the same. Muted colours. Corporate language. Safe decisions dressed up as sophistication created a disconnect with who they were, and how they came across.

The team knew they had something better to say, they just didn’t have the platform to say it. So that’s where we stepped in. Through a series of workshops, sessions and deep dives, we stripped everything back to what actually mattered: a brand built on commitment, clarity and cutting-edge thinking, delivered by people who are forward-thinking, energetic, grounded and magnetic.

Luma. Derived from lumen, meaning light, the name does exactly what Firmitas couldn’t. We built an identity that behaves the same way the business does. A custom logotype with soft, rounded forms creates an immediate sense of approachability, while still holding enough weight to feel premium and assured. A vibrant, expressive colour palette that replaces corporate greys with energy and optimism. A hexagon-led design system that brings structure without rigidity. Typography that balances warmth with personality and precision. And at the centre of it all, a tone of voice that finally sounds like the people behind the business. Straight-talking. Conversational. Confident without ever talking down. Because if finance is about life, it should sound like life too.

With the foundations in place, we built a brand that doesn’t just exist, it works. The flagship of the project was a premium Laravel + Statamic website, designed not just to look good, but to perform. Fast, flexible, and built around real user journeys rather than assumptions.

At its heart sits a lead-generation focused pension calculator. Not a gimmick, but a genuinely useful tool. One that gives users a glimpse into their future, quickly, simply, and without friction. A moment of clarity that turns curiosity into conversation.

Around that, a full ecosystem from office signage that lights up the day-to-day, welcome brochures that turn first impressions into lasting ones. A custom illustration suite that makes complex financial concepts feel familiar and human. Social animations that add movement, energy and consistency across digital channels.

Luma is a brand that finally matches the business behind it. Where clarity replaces confusion.
Where warmth replaces distance. Where confidence replaces convention. It doesn’t try to reinvent financial planning, it makes it feel like something you actually want to engage with. Simple plan. Brighter future.