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THE LUEUR MINIMALISTIC DESIGN AWARDS LACKED A DISTINCT SYSTEM TO REFLECT THEIR PHILOSOPHY. I DESIGNED A BRAND EXPERIENCE BUILT ON RESTRAINT, CLARITY, AND PRESENCE.
This self-initiated concept explored how minimalism could be expressed through identity with intention—not aesthetic.
The challenge: how do you design a brand that honours restraint without feeling reductive?
I built a full system from the ground up—type, tone, grid, collateral—rooted in precision and hierarchy. Each piece was created to extend LUEUR’s philosophy beyond the awards night, shaping an identity that felt curated, editorial, and unmistakably clear in a saturated design space.
Disciplines: Brand Identity Design, Art Direction, Event Collateral.
Tools: InDesign | Photoshop | Illustrator | XD
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