Lumi
Translating Krautrock into a visual shock.
Lumi are pioneers of Lebanon’s musical landscape. After bursting on to the scene in 2006, their songs became the anthem of the Lebanese underground. At the end of a four year hiatus, the pair got back together with plans to release their sophomore album The Night Was A Liar. They hoped to reach the same heights as their debut album, which helped them sign to Universal Records and tour the world with layovers at renown festivals, like Sonaar in Barcelona.
Check out their website here.
Visual Universe
The band’s visual universe was built around the concept of light. The color palette only incorporated three basic colors: black, white and yellow. The logo on the other hand was inspired by Thomas Young’s visual representation of light beams. The Night Was a Liar tells the story of a to struggle to find this light. This concept was carried out in Lumi’s first music video for "My Love". During this video shoot we also shot the band’s album and single covers, with the color yellow acting as the uniting narrative line.
The Night Was A Liar
As part of the Keeward Music Residency, we accompanied Lumi in every phase of their musical journey. From early demos to the album’s mastering, we had unlimited access which helped us quite a lot during the design stage. After their hiatus, Lumi’s music matured. Electro-pop, now became krautrock. Their tracks are now characterised by a mix of heavy electro beats and art-rock riffs paired with airy vocals laid out across progressive tracks. The challenge was to build a new branding to go with this new direction, while staying true to the band’s alternative heritage.
