Rebranding Nekwan Luke Design Studio
Aligning Identity With Core Values & Ambitions
Rebranding Nekwan Luke Design Studio was a strategic endeavor aligning the identity with its commitment to storytelling, sustainability, and authenticity. As a one-man studio with aspirations of larger and aligned projects, this rebrand is intended to showcase the unique approach to crafting design-led solutions that foster meaningful connections and elevate brands. Guided by the tagline, “Be a Brand Above All,” this transformation emphasized personalization, empathy, and expertise.
Task
The task was to create a brand identity that speaks to BIPOC entrepreneurs and socially conscious startups seeking to use design as a catalyst for scaling their ventures, amplifying their purpose, and inspiring lasting impact. A scalable and impactful identity would be helpful to achieve its growth goals while meeting the high expectations of visionary clients.
The existing brand identity lacked cohesion and did not fully reflect the studio’s core values of sustainability, quirkiness, and growth. It also lacked alignment to resonate more effectively with ambitious clients to meet their high expectations.
The beauty of a great brand strategy lies in its ability to connect purpose with action. When it came to rebranding Nekwan Luke Design Studio, I decided it was time to treat myself the way I treat my clients — no shortcuts, no fluff, just unapologetic honesty and creativity. I became the client, diving into the same rigorous process I’ve designed for others.
It started with an intense look in the mirror: What do I stand for? What makes me different? Where do I want this brand to go? These weren’t just questions to check off; they were the foundation for everything that followed. I didn’t hold back on the research, the messy brainstorming, or the late nights chasing that spark of genius.
This wasn’t about just “branding myself” — it was about creating something that felt authentic, quirky, and true to the values I hold close: sustainability, growth, and a whole lot of heart. Each decision was deliberate, from choosing bold visuals to crafting messaging that screams, “This is who we are, take it or leave it.” Every step of the way, I held myself to the same high standards I demand from my clients, ensuring that this rebrand wouldn’t just look good but also feel right.
The result? A strategy that’s not just a document on the shelf but a living, breathing guide for how Nekwan Luke Design Studio shows up in the world. It’s bold, it’s human, and it’s here to make waves.
The words that define a brand are just as critical as its visuals. At Nekwan Luke Design Studio, every phrase carries purpose, personality, and a touch of irreverence, aligning seamlessly with bold, forward-thinking founders and startups. This verbal identity isn’t about crafting generic messages—it’s about cultivating a connection that resonates deeply, empowering clients to see their mission as the driving force of meaningful change.
This tone is purposefully quirky yet genuine, striking a balance between playful energy and thoughtful intent. It communicates confidence and a belief in bold visions. Whether it’s challenging the status quo of “boring” design or redefining what it means to scale with purpose, the language positions brands as leaders, not followers.
The themes of empowerment, boldness, and purpose weave through every word. They reflect a commitment to helping socially conscious startups and visionary entrepreneurs create identities that demand attention, inspire action, and feel uniquely theirs. Phrases like “Designing your mission doesn’t have to be boring” and “Quirk Starts Now” encapsulate a playful invitation to innovation, while declarations like “Success Isn’t Luck, It’s a Bold Brand” celebrate resilience and ambition.
Through taglines, headlines, and messaging that remains consistent across touchpoints, Nekwan Luke Design Studio ensures that the verbal identity doesn’t just speak—it connects. It energizes brands to shine as movements with depth and character, while reflecting the studio’s own identity: irreverent, authentic, and driven by purpose.
The previous brand identity struggled to capture the essence and direction of Nekwan Luke Design Studio. The color palette leaned toward muted tones that felt flat and overly polished, evoking a luxurious but detached aesthetic that didn’t align with the studio’s bold and playful personality. Typography choices further compounded the issue by embracing a street-inspired look that was out of sync with the brand’s desired voice.
The logo design presented additional challenges. Enclosed within a circle, the emblem combined the initials “N” and “L” in a way that felt overly sporty and lacked sophistication. This design failed to convey the clarity or modernity the studio needed to appeal to its target audience.
Ultimately, the identity felt outdated, disconnected, and misaligned with the studio’s core values of sustainability, growth, and quirkiness. The need for a more intentional and cohesive brand identity became evident, setting the stage for a transformative rebranding process.
The creative direction for Nekwan Luke Design Studio took a bold leap forward, embracing a design language that aligns seamlessly with the studio’s values and interests. The new approach embodies a balance between modernity and playfulness, infusing every element with purpose and personality.
This evolution moves away from outdated motifs and muted tones, opting instead for a vibrant color palette and sleek typography that reflect the studio’s quirky and authentic brand voice. The updated logo simplifies the design, focusing on the letter “N” as a clean and dynamic icon that exudes confidence without being overbearing.
By anchoring the creative direction in storytelling, sustainability, and growth, the rebrand positions Nekwan Luke Design Studio as a visually distinctive and forward-thinking brand that resonates with ambitious founders and purpose-driven startups.
The rebranding journey began with a series of logo explorations that focused on simplifying the “N” and finding creative ways to infuse the studio’s quirky and bold personality into the design. These explorations allowed for experimentation with form, balance, and symbolism, laying the groundwork for a logo that felt modern, authentic, and distinctive.
The new logomark began with introspection — a deliberate step back to rethink and refocus on what truly matters. It symbolizes the act of starting with oneself, creating a solid foundation, and then scaling upward. This intentionality is represented by the downward-pointing arrow, a quiet but powerful nod to introspection and growth.
The “N” takes center stage, embracing its role as a dynamic and simplified representation of the studio’s identity. It breaks free from the constraints of its predecessor, shedding the over-complicated forms of the past for something bolder, cleaner, and undeniably modern. Gone are the enclosing circles and excessive elements; in their place is a form that feels both grounded and forward-moving.
Paired with a lowercase sans serif typeface, the logotype injects an approachable yet quirky charm, reflecting the studio’s values of authenticity, creativity, and growth. This isn’t just a logo — it’s a statement. A mark designed to stand tall and clear in a world full of noise, ready to represent the bold founders and socially conscious startups that this studio empowers.
The new logo is not just a design but a reflection of the studio’s journey — a transformation from complex to intentional, from conventional to uniquely Nekwan.
The final logo exudes confidence and purpose, reflecting the studio’s bold and quirky identity in every stroke. It has become a centerpiece of the brand, inspiring pride internally and resonating deeply with audiences. It’s a design that doesn’t just sit on the surface but tells a story of transformation, focus, and alignment with values.
The new visual identity of Nekwan Luke Design Studio draws from a vibrant, purposeful color palette that reflects the studio’s core values of sustainability, growth, and creativity. Dominant hues of bold neutrals and supportive splashes of color bring a dynamic energy to every design touchpoint, ensuring the brand stands out with clarity and confidence. Typography choices strike a balance between professional and quirky, creating a visual language that is approachable, human, and modern.
Every element, from the typography to the iconography, works cohesively to reflect the studio’s mission: helping ambitious founders build impactful brands without losing their sense of individuality or authenticity.
The new identity comes alive through thoughtful application across digital and physical platforms. Patterns and visual elements extend the brand’s personality, giving it flexibility and consistency. Each element, whether on a social media post or a website layout, reinforces the studio’s belief that design should be both functional and inspiring.
This refreshed visual identity positions Nekwan Luke Design Studio as a trusted partner for socially conscious startups and bold founders, emphasizing the studio’s commitment to creativity with a purpose. It’s not just a new look — it’s a vibrant statement of intent and values.
Photography was an integral part of the rebrand, using personal imagery to reflect the studio’s character, vision, and values. Each photograph of myself was intentionally curated to feel authentic, relatable, and in alignment with the studio’s storytelling-driven identity. Collaboration played a key role in achieving the right art direction, ensuring the images matched the vibe and energy I wanted for my brand and website.
I shared ideas on how the photos should look and feel, which helped shape the final direction. To add a layer of vibrancy, gradients were incorporated strategically to highlight the casualness and energy I bring to every interaction.
The interactive elements of the rebrand focused on showcasing the design process and the evolution of ideas. Low and high-fidelity wireframes displayed in this section provide a glimpse into the methodical yet creative journey of the studio. These wireframes highlight how subtle elements of the visual identity and components come together to create engaging and functional designs. By combining structure with creativity, this section reflects the studio’s commitment to thoughtful, user-centered design.
To support the longevity and adaptability of the new identity, a robust suite of templates and assets was developed. These include resources for video content, social media, presentations, proposals, capabilities decks, contracts, and more. This comprehensive approach ensures consistency across all brand applications while providing the flexibility needed for varied creative projects. The brand tools not only maintain alignment with the identity but also empower efficient and cohesive storytelling at every touchpoint.
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