Lux Insights

Lux Insights, a market research and insights firm, faced brand misalignment—the existing identity no longer reflected the company’s current stature or future ambitions. To address this, Lux partnered with Pendo. Working with the internal team, we began by aligning business goals with strategic opportunities, conducted a competitive analysis of their space, and visual audit of the existing brand. We then introduced “The Insights Architect”, a persona that shaped the brand’s tone and voice, while a modular identity system—reflecting customization, process, and data—guided the new visual language across all brand touch points.