Llum is a U.S.–based outsourced accounting and financial services firm that focuses on serving businesses — especially in the construction and built-environment industries.

My role in this project was to developed a comprehensive visual identity system for LLŪM that reflects the company’s mission of bringing clarity and confidence to financial services in the construction and built-environment industries. The system balances professionalism with approachability, developing their logo, color palette, typography, and modular graphic elements that scale across digital and print touchpoints. The identity was designed to support consistent brand recognition while remaining flexible for marketing, web, and client communications, helping position LLŪM as a modern, trustworthy financial partner for growing businesses.

LLŪM’s triangle logo is inspired by a prism—an object that transforms light into clear, visible spectrums. This concept reflects the brand’s mission to bring clarity, transparency, and insight to complex financial systems. Just as a prism reveals what’s hidden within light, LLŪM helps clients see their financial reality with precision and confidence. The sharp geometric form conveys stability and structure, while the light-based symbolism represents guidance, focus, and forward direction—positioning LLŪM as a trusted partner that illuminates the path to smarter financial decisions.

The visual system uses light, tonal photography and abstract architectural compositions to echo the geometric nature of the logo while expressing the idea of organizing complexity through structure and logic. Architectural forms create a sense of order and precision, reinforcing LLŪM’s role in bringing clarity to intricate financial challenges. For people-focused imagery, subjects are photographed behind windows or glass, symbolizing transparency, trust, and clear insight—core values of the brand’s client relationships.