Creative Agency
01 — Brand Identity
“Where light becomes language.”
Luce Interiors approached us with a clear ambition — to become the defining name in contemporary Italian lighting design. The brief was simple: create an identity as refined as the objects they make.
The challenge wasn't just aesthetic. Luce needed to speak to two distinct audiences simultaneously: high-end architects and interior designers who value restraint, and aspirational consumers who want to feel part of something cultural. One language, two conversations.
We built the identity around a single typographic gesture — the double-exposure of the wordmark, where the letterforms themselves become a light source. Every element of the system references the interplay between presence and absence, solid and void, illuminated and shadow.
The result is a brand that feels inevitable — as if it couldn't have been designed any other way. Since launch, Luce has been featured in Wallpaper*, Dezeen, and exhibited at Milan Design Week 2024.