Quiet brands, clearly lit.
Hazel Lumen shapes identities, websites and launch campaigns for companies that would rather be understood than shouted about. A small senior team, a handful of projects a season, and work that holds up in daylight.
- Practice
- Identity, web direction, campaigns
- Team
- Senior designers and strategists only
- Next start
- November 2026
Fewer projects. More attention.
We keep the studio deliberately small so the people you meet in the first call are the people doing the work.
“A brand should feel like a well-lit room: you notice the warmth before you notice the fittings.”
Studio principle
Every project starts with listening. We interview the people closest to your customers, read what you have already published and look hard at the category you compete in, before a single sketch is made.
That groundwork becomes a short written position you can agree with or argue against. Design follows from it, not the other way around.
We deliver systems rather than single artefacts: type, colour, image direction, tone of voice and templates that your own team can use on a Tuesday afternoon without calling us.
When a project ends, you own everything, with source files and a guide written in plain language.
What we make
Four disciplines, usually combined. Each lists the deliverables you can expect to hold at the end.
-
01
Brand strategy
Positioning, audience clarity and a verbal identity that gives every later decision something to stand on.
- Position statement
- Messaging hierarchy
- Tone of voice guide
-
02
Identity systems
Marks, type, colour and image direction designed to flex from a favicon to a building sign without losing character.
- Logo suite & lockups
- Type & colour system
- Brand guidelines
-
03
Web direction
Structure, content design and visual design for marketing sites, handed off cleanly to your developers or ours.
- Sitemap & wireframes
- Responsive page designs
- Component library
-
04
Launch campaigns
The first public outing for a new or refreshed brand: the story, the assets and the sequence they go out in.
- Campaign concept
- Social & print assets
- Launch rollout plan
Recent rooms we have lit
A cross-section of identity, digital and campaign projects. Hover a project for the brief.
Give a sound-design company a visual identity that moves as naturally as its audio does.
Wavelet Audio
A mark built from a single sine curve, animated for every screen.
Refresh a family bakery's identity without losing the hand-drawn charm its regulars love.
Oat & Ember
Redrawn lettering and a warmer palette across bags, boxes and signs.
Turn a dense product catalogue into a website customers can navigate on their phones.
Fieldline Tools
A rebuilt information architecture and component library.
Name and brand a furniture label moving from trade-only sales to direct customers.
Sella House
Naming, identity and art direction for the first collection.
Launch a renamed energy co-operative with one idea that works on posters and in inboxes.
Commonwatt
A colour-shift campaign system rolled out over six weeks.
Help a growing clinic group agree on what it stands for before opening new locations.
Northmere Health
Leadership workshops distilled into a one-page position.
Three ways to work together
Pick the shape that matches where you are. If you are unsure, tell us what you are trying to fix and we will recommend one.
| Engagement | Duration | What's included | Best for |
|---|---|---|---|
| Brand SprintFocused | 3 weeks | Discovery interviews, a written position, messaging hierarchy and one visual territory to test. | Early-stage teams needing clarity before investing in a full identity. |
| Identity SystemMost chosen | 8–10 weeks | Strategy, logo suite, type and colour system, image direction, templates and brand guidelines. | Rebrands, renames and companies entering a new market. |
| Studio RetainerOngoing | Quarterly | Reserved studio days each month for web pages, campaigns and design reviews with your team. | Brands with a steady flow of launches and no in-house design lead. |
Every engagement is scoped in writing after an intro call, with a fixed fee and a dated plan before any work begins.
What happens after you write
No pitch theatre. A short, predictable path from first message to signed plan.
- Step 01
Intro call
Thirty minutes to hear what you need and tell you honestly whether we are the right studio.
- Step 02
Written scope
Within a week you receive a proposal with deliverables, timeline, fee and the named people involved.
- Step 03
Discovery
Interviews, audits and a written position you approve before design exploration starts.
- Step 04
Design & handover
Two focused rounds of design, then source files, guidelines and a handover session for your team.
Before you enquire
The things most people ask on the first call.
Do you publish prices?
Each project is quoted as a fixed fee once we understand the scope. We share an indicative range on the intro call so neither side wastes time.
How far ahead should we get in touch?
Identity projects usually book six to ten weeks ahead. If you have a hard launch date, mention it in your enquiry and we will tell you straight away whether it is realistic.
Who owns the final work?
You do. On final payment, all rights to the delivered artwork transfer to you, along with editable source files and font licensing guidance.
Can you work alongside our in-house team?
Yes. We often set the system and your designers or developers carry it forward. We plan review points and a handover session with them from the start.
Do you work with clients remotely?
Most of our collaboration happens over video calls and shared boards. For workshops, we can meet in person when the project scope includes it.
What should we include in our first message?
A few lines on what your company does, what prompted the project, any deadlines and who will be involved in decisions. Existing brand materials are welcome but not required.
Tell us what needs light
A few details are enough to start. We reply to every enquiry within two working days.
- A reply from a senior designer, not a sales team
- An honest view on fit and timing
- A written scope if we go ahead