The Lumiar network is a modern, project-based school model that focuses on personalized learning and a creative approach to education.
A Brazilian educational institution that aims to revolutionize learning. They offer a personalized approach where students explore their interests through projects, guided by facilitators and mentors. Unlike traditional schools, Lumiar classrooms have both facilitators and mentors to support students' individual learning paths.
Founded in 2002, the brand underwent several minor changes until 2023, when a team was formed to update the brand and take our campaigns one step further.
Our biggest challenge was:
How to revitalize that outdated brand and highlight the school's strengths to attract new students?
How to revitalize that outdated brand and highlight the school's strengths to attract new students?
First we updated the brand and visual assets to reflect some of our values:
diversity, freshness, sophistication and total focus on the cooperation between student and school.
diversity, freshness, sophistication and total focus on the cooperation between student and school.
Then we reimagined
our institutional communication to highlight our most valuable assets:
our students and professionals.
our institutional communication to highlight our most valuable assets:
our students and professionals.
Our strategy consisted primarily of creating consistent, engaging content that introduced the school and its methodology. Simultaneously, we implemented straightforward campaigns targeting specific brand challenges.
One of parents' biggest concerns was whether Lumiar can prepare their children for college, the work environment, and the challenges of adult life while providing a comprehensive education.
All of our campaigns have one goal: inviting parents to see our schools for themselves.
We care deeply about every aspect of our schools and it becomes
a huge diffencial of our schools.
We care deeply about every aspect of our schools and it becomes
a huge diffencial of our schools.
Even our academic materials and posters within our schools are innovative and full of life.
Instead of traditional board messages, we've implemented a poster-based system to highlight important information and create a vibrant, artistic atmosphere in our school corridors.
Designing academic materials is a crucial component of reimagining the educational process.
Creating innovative resources can enhance learning and keep parents informed about their children's progress and daily activities.
Creating innovative resources can enhance learning and keep parents informed about their children's progress and daily activities.
The combined efforts highlighted the immense potential for Lumiar's brand growth. It was inevitable that the demand for additional sub-brands with specialized focuses would soon arise.
In 2023, we created the Lumiar Cup: an inter-school sports competition aimed at promoting student interaction, social and athletic development, and fostering respect and integration through sports.
In 2024, the Lumiar Cup capitalized on the positive energy surrounding the Paris Olympics and held its edition at the São Paulo Paralympic Training Center.
We believe that a truly responsible school recognizes the importance of education as a 24-hour journey. To ensure students have the continuity they need in their learning, Lumiar created two parent-focused brands, for which I had the privilege of designing the logos.
This is just a glimpse of the incredible work we’ve accomplished at Lumiar over the past year.
If you're curious to dive deeper, I encourage you to check Lumiar's AI initiatives and see how we're shaping the future of education.
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None of this would have been possible without this incredibly professional and dedicated team:
Caio Germano - Head of Growth
Rafa Rebellato - Head of marketing
Claudia Tambelini - Marketing Coordinator
Douglas Oliveira - Growth analyst
Nathatlia Ferrentini - Event Lead
And many others that put a lot of effort to make this possible.