Branding product customisation leaders who make events unforgettable

Brand research

To capitalise on YR Store’s brand recognition, its parent company Luma wanted a similar brand aimed at the events industry. Luma’s product line – featuring true innovations such as the digital graffiti wall – needed a strong, cohesive identity.

We evaluated competitor brands, gathered feedback from stakeholders, and collaborated with Luma to understand their strategic goals.

Brand strategy

Some of Luma’s products had greater brand awareness among customers than Luma itself. One notable example was YR Wall, the digital graffiti wall, which also provided the naming convention for the YR brands.

Following YR Store’s success and considerable PR coverage, it made sense to retire the Luma brand in favour of a more unified YR brand. To streamline brand communications, we set the following strategic direction:

• Rebrand Luma as YR Live,
• Present YR Live as the sister brand of YR Store,
• Capture the energy of live events in the branding,
• Create a cohesive visual identity for Luma’s interactive products.

Brand naming

A matching counterpart to the ‘YR Store’ name was needed. While ‘Store’ relates to the physical retail space, the word ‘Live’ captures the vibrancy of events. It also emphasises that personalised products are printed live, in front of guests.

Brand design

The YR logo mark and associated graphic elements were originally designed for YR Store. We adhered to the existing visual identity to ensure YR Live could be identified as a sibling and benefit from the built-up rapport.

We crafted a bespoke ‘LIVE’ wordmark to complement the existing YR symbol. The letter ‘V’ in the name resembles a heartbeat on a pulse monitor, emphasising the brand’s exciting nature. YR Store’s predominantly monochrome colour palette was maintained, but its distinct purple accent was replaced by pink for YR Live.

Brand implementation

The YR Live brand was unveiled at an exclusive invite-only event. Coinciding with the launch party, we updated Luma’s digital and printed collateral with the new branding.

Following the launch, we supported YR Live as brand consultants and as a flexible, outsourced design team. We delivered overarching brand strategies and detailed design tasks to ensure consistency and high quality across all touchpoints. Below is a selection of services we provided:

Web design

We developed YR Live’s online presence. To set it apart from YR Store’s characteristic dark colour scheme, we opted for lighter backgrounds and the bold use of pink. The website has seen multiple iterations over the years – below is the initial version.

Branded animation

We produced a branded infographic animation to clearly communicate YR Live’s customisation offering to potential clients.

Icon design

We developed a bespoke icon style matching the YR mark’s angular and linear aesthetics. Icons help break up written content and add visual interest.

Marketing design

Over several years of close partnership, Brand Purist delivered a wide-range of printed items for YR Live, including booklets, flyers, banners, signs, packaging and stationery.

Utilising the ‘shard’ patterns derived from the logo mark, we created artworks to showcase YR Live’s printing capabilities on various types of apparel and accessories.

Showreels

Showreels were an essential part of capturing the vibe of events and building excitement for YR Live’s customisation experiences.

Presentation design

To support YR Live’s client outreach and sales activities, we developed an extensive library of presentation templates. We also exercised design quality control on slide decks assembled by the YR team, before they were sent out to clients.

Event wayfinding

YR Live’s launch event needed on-brand wayfinding graphics. We used the brand’s signature shard pattern and bold typography to help guests navigate the event space and lead them through the product customisation experience.