LUMSx Branding & UI

PROJECTS

LUMSx Branding & UI

By Anum Haroon

Design > Design Projects > LUMSx Branding & UI

The Challenge.

LUMSx is a digital learning platform for a prestigious university in Pakistan which features online courses for students and executives on a vast range of subjects. My responsibility was to design this platform and give it a brand identity.

Brand Attributes

Part 1

Color Scheme & Type

Part 2

Brand Assets

Part 3

UI Design

Part 4

Part 1

Brand Attributes

This phase involved understanding the objective of LUMSx and defining attributes which describe the brand well.

After several meetings with the team lead and program manger, we finalized:
Tagline: Learning without borders. This tagline has been associated with LUMS and it fit well with the underlying idea behind LUMSx as well.
Brand Attributes:

- Excellence
- Convenient
- Trustworthy
- Creative

Part 2

Color Scheme & Typography

This phase involved playing with colors and type associated with the brand attributes

We decided on a timeless color scheme for the main site:

- Royal Blue to reflect excellence and trustworthiness
- Deep Rose to evoke fun and creativity

For the executive pages, we were requested to choose a slightly different color scheme for it to stand out. We chose:

- Teal to reflect exclusiveness/royalty
- Deep Rust to reflect professionalism and sobriety

Typography:

- We paid attention to selecting a typeface which is easy to grasp
- We decided to go with a clean, geometric sans serif typeface to evoke feelings of trust and loyalty.

Part 3

Brand Assets

Next, we finalized an art style and designed brand assets to be used on the website as well as social media and merchendise etc.

This involved designing background assets using geometric shapes, appropriate for the target audience (students and executives). We wanted our art style to be minimal, exciting and not too abstract or overwhelming.
I designed assets which complimented images used in different sections of the website.
Furthermore, I designed a number of hero section styles with an overarching theme of utilizing minimal geometric shapes with real world images.

Part 4

UI Design

Finally, I was responsible to design responsive (mobile and desktop) high fidelity prototypes on Adobe XD, adhering to the brand guidelines.

I designed 10+ unique high fidelity prototypes with varying layouts. These included but aren t limited to: