Two years after quietly launching as a textile division under their parent company, Teknion, market research showed that to better serve the need of architects and designers, they needed to become a stand-alone textile brand, complete with a new positioning strategy, a new identity, and a new name: Luum.

The identity and branding strategy was made by Tolleson Design, a Creative Agency from San Francisco.

The strategy led to a key insight about Luum: by working at the fiber level, they are able to understand – and ultimately influence – how each textile performs together as a collection and in the built environment.

See more: Branding Inspiration