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LumaIndependent AI campaign

AI branding for a lighting brand, built in one hour

Light, given form.

Luma is a table lamp in opal glass, chrome and cobalt glass. The lamp doesn't exist, and neither does the brand. Both were made in one hour: with an image generator, with Claude Design and with us deciding what stays.

  • AI branding
  • Design system
  • AI product imagery

Invented brand, made with AI. Concept, branding and art direction by wild & co.

The brand · Luma

Light, given form.

Luma is an invented lighting brand: a table lamp with an opal glass shade, a chrome stem and a base of cobalt glass. Sculptural lighting for rooms that should feel alive.

  • Cobalt#1B3EC7
  • Vanilla#F4ECDD
  • Chrome#B8B8B8
  • Glow#D17838
A hand touching the chrome stem of the Luma lamp, warm light spilling from under the opal glass shade onto travertine

Light is a feeling.

A lamp that doesn’t exist

Opal glass that glows warm, a chrome stem and a base of cobalt glass: everything about Luma is invented, down to the hand touching the light. Cobalt turns up in every picture, but never more than it needs to.

Step 01 · the board

The moodboard

Collect first, then create. It didn't start with a logo but with a moodboard of six images: the product, its materials, a hand, a room and the light the lamp throws. That one feeling became the basis for everything that followed. Anyone who has seen the moodboard recognises the brand in every image that came after.

  • Moodboard: a table lamp with opal glass shade, chrome stem and cobalt base against a blue shadow
    the object
  • Moodboard: close-up of the glossy opal glass shade reflecting a window
    opal glass
  • Moodboard: polished chrome reflecting cobalt blue
    chrome
  • Moodboard: a hand wearing gold jewellery touching the lamp shade
    touch
  • Moodboard: a pale plaster archway casting a hard shadow
    arches
  • Moodboard: a warm glow on the edge of the cobalt glass base
    warm glow

Sixty minutes · five steps

How one moodboard became a brand

The moodboard and logo went to Claude with one task: build a design system from them, with colours, type, spacing and a rule for the images. We checked it, corrected it and then made the rules binding. Every image after that had to follow them, right up to the last one.

  1. Moodboardsix images, one feeling, from the product to the light.
  2. Rulescolours, type, spacing and an image rule as a design system.
  3. Shotsone master shot, same angle, same light, three finishes.
  4. Shophero, detail, finishes and the lamp at home.
  5. Launchfeed post, web banner and story, all under the same rules.

Step 03 · the shots

One master shot, three finishes

Same lamp, same angle, same light. Only the base changes. That is exactly where you see whether an image generator really keeps to the rules.

  • Cobalt finish: the lamp with its blue glass base on a pale plinth
    cobalt
  • Vanilla finish: the same lamp with a cream base, same angle, same light
    vanilla
  • Chrome finish: the same lamp with a chrome base
    chrome

Step 04 · the shop

Shop images without a shoot day

From the images, Claude laid out a set for the online shop: a hero, a detail and the lamp at home. It all fits together because everything follows the same rules.

Shop image: the lamp against a wall split diagonally into cobalt and cream
Luma · collection 01hero
Shop detail: the underside of the opal glass shade in warm light
Luma · collection 01detail
Shop image at home: the lamp on a travertine table beside a bouclé armchair
Luma · collection 01at home

Step 05 · the launch kit

The launch kit

Feed, website and story, one look. The logo, the blue and the warm light stay the same everywhere, because the image rule from step two was never up for negotiation.

image ruleone lamp · hard shadow · warm glow · room to breathe

Campaign image: the lamp on a cream cube against a cobalt wall
promo · the product
Campaign image: the lamp on a marble table in a room with arches and a blue alcove
promo · the room
minutes
60
moodboard images
6
finishes
3
shoot days
0
Brand
Luma, fictional
Product
table lamp in opal glass, chrome and cobalt glass
Time
one hour
Shoot days
0

Where AI helps with branding

AI doesn't replace a point of view, but it makes an idea visible quickly. With a moodboard and clear rules we test how your brand feels before a prototype exists or a studio is booked. Whatever works, we then build out carefully: logo, corporate design, visual world and templates for everyday use.

AI imagery & AI video for your brand Guide: a moodboard with direction Guide: AI images for business

One board · one hour

Switch on your brand.

A moodboard is enough to start. We turn it into rules, images and a kit that looks the same everywhere, from the shop to the story.

Send us your moodboard