Luna
Luna is a recruitment firm that connects early-career sales and commercial talent with some of the UK’s fastest-growing, most exciting companies.
We helped Luna rebrand from their previous identity, 'AQ Talent', providing specific support on brand strategy, the design of their new identity, and a new website to accompany it.
STRATEGY & DESIGN
The process began with some self-reflection: What are Luna's traits and values today? And what would it like these to be going forward? A list of brand characteristics (or 'keywords') was then put together, before being grouped into broader categories. This helped visualise the various strategic directions the brand could take, while also revealing the weighting of keywords towards the respective categories. Ultimately, we discovered that 89% of Luna's current/desired characteristics fell within four categories: (i) futuristic, (ii) approachable, (iii) trustworthy, and (iv) bold.
The next step was to design an identity that reflected each of these categories. To be futuristic & bold, the Luna identity would incorporate a bold, vibrant colour palette - the type used by some of Europe's top startups and tech firms (Monzo, Klarna, Bolt, etc.). To appear approachable & trustworthy, Luna would use a warm serif wordmark with soft edges and a large x-height.
The result was a strikingly simple, vibrant identity with yellow — the colour of energy and optimism — taking centre stage. The logo, which incorporates the moon as negative space, is a continuation of this confident simplicity, with the wider identity balancing clean blocks of colour with uplifting illustrations and cheery, unabashed typography.
WEBSITE DESIGN & BUILD
Once the brand identity was in place, we set about implementing it across all digital touchpoints — the key one being the website.
As always, the web design process began with a set of design mockups that were iterated until the Luna team was happy. Once finalised, we converted these designs into a website, using Wix as a provider. Finally, before deployment, we set up basic SEO through the use of keywords, meta tags, internal linking, URL structure, and mobile optimisation.
TESTIMONIAL
"We’re grateful for all the work IGM have done for our rebrand and are pleased with the end result. We really valued Ivo's quick responses, punctuality, speed of work, and attention to detail. He has some great knowledge on the space and we enjoyed learning more about the industry and trends."
- Eddie Lewis, Co-Founder