In the tech industry, where conformity often eclipses creativity, a rare few dare to break the mold. Lumen Technologies is one such visionary, embarking on a transformative journey to awaken imagination while anchoring humanity at its core. This year, as Lumen’s stock price soared by an astonishing 500%, their commitment to innovation proved to be more than a lofty ideal—it became a driving force for growth.
For Lumen, innovation extended beyond breakthroughs in AI—it infused every aspect of their marketing and brand strategy. Their mission? To reshape their identity in a way that mirrored the boundless potential of their work and true character as a brand. To power this metamorphosis, they needed a trusted partner who could bring expertise in the realms of science, human behavior, and the creativity required to execute such an ambitious vision. Enter Neuro-Insight.
The Mission: Redefining Lumen’s Identity
Over the course of just three months in 2023, our collaboration focused on three core pillars:
- Lumen’s core brand positioning
- Their visual identity
- Their brand communications
Our mission: to unearth and amplify Lumen’s progressive ethos and deep understanding of human emotion. This article delves into step two of the mission, where we helped Lumen break free from conventional design paradigms in the tech industry, guided by neuroscience.
A Landmark Study of IT Decision Makers (ITDMs)
Lumen’s core clientele consists of IT Decision Makers (ITDMs)—a demographic known for its analytical mindset and reliance on data-driven insights. To connect with this audience effectively, Lumen required a brand identity that resonated not only visually but also emotionally and subconsciously.
This study represents what is quite possibly the largest neuro study of ITDMs in the world. Using our proprietary SST™ technology, we analyzed the visual DNA of 24 leading tech brands and the broader industry landscape, identifying subconscious responses to colors, layouts, and imagery. This rigorous process guided us in crafting a design system that reflects Lumen’s unique essence while breaking free from the conventional black-and-blue palettes that dominate the tech industry.
Awakening Imagination
“This is the first and probably the most extensive amount of work done to understand human motivations and behavior in an industry surrounded by a sea of black and blue,” says Samrat Saran, Head of Client Solutions at Neuro-Insight. “The vibrancy, the boldness, the disruptiveness that has emerged is inspiring and invigorating. We hope to see much more of this within not just this industry, but across all spheres of marketing and product design.”
Moria Fredrickson, Senior Director of Marketing Strategy at Lumen, echoed Saran’s enthusiasm, adding in her Awakening Imagination series:
“One of the core philosophies of our team is that we love to blend art and science. We don’t do things just for fun, or because they’re pretty or we like them… we do them because the data says they’re smart.”
The Data Behind the Design
So, what did the data reveal? Our SST™ analysis highlighted specific design elements that resonated most deeply with Lumen’s ITDM audience, steering us toward a visual identity that transcends the ordinary. These insights were pivotal in creating a bold design narrative that will shape how Lumen engages its audience for years to come.
The culmination of this collaboration heralds a new era of visual innovation for Lumen Technologies—one that not only reflects their forward-thinking ethos but has already contributed to their remarkable growth in 2023.
Below is a teaser of what’s to come. Watch the unveiling and witness how neuroscience can unlock the potential of brand design.
