In early 2024, Lumen launched a new brand identity that was built on neuroscience. Naturally, our next move was to bring this new positioning to market via a series of product and solution campaigns. This was not only a chance to test the effectiveness of our reimagined brand, but to refine creative processes surrounding our new visual approach. Part of that refinement process included the expansion of our resource library. From hero portraits to ad templates, our team produced a vast array of standardized materials while simultaneously fulfilling a multitude of lengthy campaign BOMs. This helped our team fully embrace the personality we had created and bring our bold, confident new essence to our global audience.