Luum Textiles

Luum Textiles

Situation

Teknion is a Toronto-based designer and manufacturer of office furnishings with a strong reputation for quality and modernity.  The company embarked on two new initiatives, both of which aimed to take ownership of a new category. The first, Studio TK, was a brand focused on furnishing social spaces within a company, stroking the engine that drives human interactions and new ways of thinking. The second was a new textile brand, led by design visionary Suzanne Tick. Because textiles are a critical part of all furnishings, and Teknion did not want to signal to the market that their offerings were only for Teknion-produced furniture, this new initiative needed its own, independent brand name. 

Luum Textiles

Strategy

We worked closely with our partners at Tolleson, a creative agency with a strong pedigree in furnishings and a strategic relationship with Teknion. Through this collaboration, we resolved the positioning of this new textiles brand as one of integration. Suzanne Tick is revered for her talent at bringing hand-woven, natural materials into the modern workplace in ways that heighten the tactile and visual experience. The idea of integrated collections for an integrated experience was central to the name and identity of this new brand.

To convey integration, and to focus on Ms. Tick’s commitment to using hand-woven materials to meet modern performance objectives, we suggested the name LUUM. The name is a creative take on an age-old technology with a modern sensibility.  The double U suggests alignment of materials with goals, and puts a modern face to an authentic process, all without changing pronunciation. It is an elegant, simple, and yet deep approach, mirroring Ms. Tick’s philosophy.

Results

LUUM launched at the 2016 annual Neocon Trade Show in Chicago, to tremendous industry acclaim. The brand’s collections provide a highly differentiated take on performance fabrics made from natural materials and a traditional process, giving them widespread appeal among furnishings manufacturers.

Find out how we can help your organization.

Related Case Studies

Paradigm

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy
LinkedIn

LinkedIn

In All Case Studies / Brand Architecture / Names and Naming Systems

Catalus Corporation

In All Case Studies / Names and Naming Systems / Positioning Strategy
UCSF_SoP Brand

UCSF School of Pharmacy

In Brand Research / Messaging Strategy / Positioning Strategy
Salesforce_brand

Salesforce

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Names and Naming Systems

Revel Architecture & Design

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Super Deluxe

In All Case Studies / Positioning Strategy

University at Buffalo

In Brand Research / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy

Credit.com

In Messaging Strategy / Positioning Strategy
coopervision

CooperVision

In Names and Naming Systems
Unison

Unison

In Messaging Strategy / Names and Naming Systems / Positioning Strategy
guidewire

Guidewire

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
Lucid Motors

Lucid Motors

In All Case Studies / Messaging Strategy / Names and Naming Systems / Positioning Strategy
napa-valley-vintners

Napa Valley Vintners

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
abilitylab-case-study

AbilityLab

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems
Rockefeller University

Rockefeller University

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy
Ripple

Ripple

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy
Luum Textiles

Luum Textiles

In All Case Studies / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy
The Mix @ SFPL

The Mix @ SFPL

In All Case Studies / Identity and Brand Strategy / Names and Naming Systems

UC Berkeley

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

VMware Partner Network

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

Steelcase’s Coalesse

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Hilton Grand Vacations

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy

Santa Lucia Preserve

In All Case Studies / Brand Architecture / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy

Buffalo Bill Center of the West

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy

The Getty

In All Case Studies / Brand Architecture / Messaging Strategy / Names and Naming Systems / Positioning Strategy
University of California

University of California

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

ViaSat’s Exede

In All Case Studies / Brand Architecture / Names and Naming Systems

Centro

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy

UC San Francisco

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy
Caltech

Caltech

In All Case Studies / Brand Research / Identity and Brand Strategy / Messaging Strategy / Positioning Strategy

Highmark/Allegheny Health Network

In All Case Studies / Brand Architecture / Brand Research / Identity and Brand Strategy / Names and Naming Systems / Positioning Strategy
NanaWall

NanaWall

In All Case Studies / Brand Research / Messaging Strategy / Positioning Strategy

Adobe Acrobat

In All Case Studies / Identity and Brand Strategy / Messaging Strategy / Names and Naming Systems / Positioning Strategy
Boeing

Boeing

In All Case Studies / Brand Architecture / Messaging Strategy / Positioning Strategy
Date

July 27, 2016

Category

All Case Studies, Identity and Brand Strategy, Names and Naming Systems, Positioning Strategy

Tags
Identity, Luum Textiles, Naming, Neocon, Positioning, Studio TK, Suzanne Tick, Teknion