Project overview

Luga

A graphic system that makes collaboration, direction and illumination visible.

LUGA is an audiovisual production and post-production studio built around collaboration. More than the vision of one person, it operates as a hub where different talents, perspectives and disciplines come together to make ideas tangible.

The project began with a clear need: create a brand presence that could communicate this way of working. LUGA needed to feel creative and expressive, while also representing the care, direction and attention to detail behind each delivery.

The positioning was built around an existing brand principle: where ideas shine and stories come to life. Rather than treating audiovisual work as a final execution step, the brand frames each project as a shared process—from early conversations and creative direction to production, post-production and final delivery.

Three ideas shaped the visual system.

Alignment represents direction. It reflects the ability to bring people, references and intentions into focus before a project takes form.

Collaboration represents LUGA’s creative core. Circular and connective forms express the exchange between talents, the shared responsibility of the process and the value of building together.

Illumination represents revelation. In audiovisual work, light gives form, clarity and depth. Here, it became a symbol of the moment an idea becomes visible.

Together, these principles gave LUGA a visual language with balance and character: structured without becoming rigid, expressive without losing clarity. The result is an identity that makes the studio’s collaborative approach visible and gives its work a more distinctive, memorable presence.

Category: Visual identity
Client: Luga
Context: Independent project
Industry: Audiovisual production and post-production
Role: Visual IdentityArt Direction

Luga visual identity displayed on a retro television