Recent Project

Infinity Luminex

Overview

Infinity Luminex is a UAE-based lighting brand that offers high-quality, affordable products. Positioned to serve a market that aspires to quality without the steep price of luxury, the brand required a logo that resonated with these values. This project allowed me—in my role as an experienced brand designer—to tell a story through design while creatively overcoming the challenge of working with a symbol that many consider cliché.

Challenge & Context

The Brief & Initial Process:

At the start, I gathered detailed input from the lighting designer through a comprehensive questionnaire. The form included questions about the nature of the business, target audience, design preferences, color schemes, and typography. The initial responses shaped my first draft, which intentionally avoided any direct reference to the infinity symbol.

The Turning Point:

After submitting the first draft, the CEO provided clear and pivotal feedback: he wanted an infinity symbol integrated into the logo. The challenge then became how to include the infinity element without resorting to its overused, generic form. This feedback was essential—it redefined the course of the design process and underscored the need for creative intervention.

Research & Concept

Competitive Research & Ideation:

I dove into competitive research to understand how similar brands approached their visual identity. This helped me identify common clichés and emphasized the need for a unique twist. The brand name “Infinity Luminex” naturally suggested the infinity symbol, yet blindly reproducing it wouldn’t honor the brand’s commitment to innovation and quality.

Concept Development:

Creative Adaptation: I re-imagined the infinity symbol by abstracting its traditional form. Instead of a typical looped design, I refined it to be more symbolic—preserving its essence while introducing a fresh, modern edge.
Typography & Custom Detail: In crafting the logo, I paired the custom icon with a sharp, sans-serif typeface. A unique detail was added: the treatment of the letter “x” in “Luminex” was redesigned using angled brackets (><). The primary angle bracket, highlighted in a futuristic cyan-blue, symbolizes forward movement and upliftment.
Color Strategy: For the palette, I chose a darker shade of cyan-blue paired with dark gray. This combination not only gives the logo a modern, futuristic feel but also establishes trust and aligns with the brand’s eco-friendly aspirations.

Design Process

Initial Draft & Feedback

I created the first logo draft based on the lighting designer’s feedback, which did not feature any infinity element. After reviewing the submission, the CEO’s feedback prompted a critical pivot—he insisted on incorporating the infinity symbol.

Revisiting the Concept:

Embracing this new direction, I revisited my sketches and research. I explored various ways to integrate the infinity sign without falling into clichés while respecting the brand’s identity. I challenged myself to integrate the element subtly and abstractly.

Final Refinement:

Over the course of two days, I refined the design to incorporate my creative reinterpretation of infinity. The custom typography, especially the unique treatment of the “x,” and the carefully selected color palette came together as a cohesive, modern logo. I then prepared a presentation with realistic mockups to illustrate how the logo would work across various mediums.

Final Outcome

A Unique Visual Identity:

An abstract, reinterpreted infinity symbol that avoids cliché while reinforcing the brand’s name and values.

Customized Typography:

A modern, sans-serif treatment with a unique twist on the “x” in “Luminex” that signals progression and forward-thinking.

A Trustworthy Color Palette:

A blend of futuristic cyan-blue and dark gray, conveying both innovation and reliability.

Reflection & Takeaways

Clear Communication is Critical:

The project underscored the importance of refining ideas through open dialogue. Even when initial expectations differ, clarity leads to better designs.

Creativity Over Cliché:

Incorporating the infinity symbol necessitated a creative solution—one that honors the brand’s name without falling into overused imagery.

A Logo is a Long-Term Asset:

This experience reinforced my belief that quality design is a strategic, long-term investment. A thoughtful logo helps build consistent brand recognition over time.

Get in Touch with me.

If you believe in the power of strategic storytelling through design and would like to create a brand identity that stands out, let’s connect. Together, we can translate your vision into a timeless visual mark.