Helena Fernández
Miralpeix
Insights
Creative Direction
Brand Storytelling
Visual Identity
Sensory Brand System
Packaging Direction
Digital Brand Experience
lumi
A soft sensory
emotional universe
Year 2025 · Creative direction for emotional technology
Product Designer
Brand Strategist
Creative Direction
Softness is not an aesthetic choice. It is the product strategy.
lumi turns emotional regulation into a sensory universe of soft objects, calm screens, protective packaging and communication that feels close to the body.
Creative premise
From emotional technology to sensory companion
The creative challenge was to make emotional technology feel safe before it felt smart.
The brand avoids quantified wellbeing aesthetics and communicates care, discretion and reassurance.
Rounded forms, tactile materials and gentle colour make the system feel supportive rather than clinical.
Soft
Rounded shapes, muted contrast and gentle proportions reduce tension.
Sensory
Light, warmth, vibration and touch connect brand and product behaviour.
Protective
Discreet and emotionally safe, especially for children and families.
Familiar
Friendly objects make technology feel part of daily life.
Visual direction
A calm language for emotional support
lumi’s creative direction combines soft purple, warm light, rounded interfaces and tactile product imagery.
Product renders explain the ecosystem while soft compositions keep the experience emotionally grounded.
lumi is presented as a companion, not a device that reads emotions with certainty.
Brand personality
How lumi should feel
The brand personality is tender, calm and emotionally secure: intelligent without becoming cold.
Soft colour
Purple, pinks, warm yellow and quiet neutrals create emotional safety.
Rounded forms
Pills, circles and soft containers feel tactile and protective.
Sensory motion
Glow and soft transitions echo light, warmth and haptic feedback.
Calm interface
Calm screens avoid pressure and visual noise.
Graphic system
Soft interfaces, physical objects and sensory cues
The system connects app screens, objects and packaging through rounded containers, soft highlights and tactile product imagery.
It moves from adult wellbeing to children’s emotional learning while keeping the same sense of care.
The app stays secondary: configure, understand and reflect. Support happens through the object.
Soft structure
Rounded modules, quiet spacing and low-friction layouts make the system feel calm while keeping each screen easy to understand.
Sensory signals
Glow, pulse, warmth and haptic cues are translated into visual elements so the brand can explain the product behaviour clearly.
Object continuity
The same softness connects app screens, wearable formats and packaging, making the whole lumi ecosystem feel like one family.
Product family
Explaining soft technology through visual storytelling
The product family is presented as a set of calm companions, not technical gadgets.
Visuals explain light, warmth, vibration, charging and app feedback without making the universe feel clinical.
Infographics stay soft, spacious and aligned with the sensory brand language.
Social media & communication
Connecting with people through the lumi universe
Communication extends the same sensory world into short, accessible moments.
It explains regulation, family support and product behaviour without overpromising what the technology can know.
The tone builds trust through softness, clarity and emotional restraint.
Packaging storytelling
Extending the sensory universe into the object
Packaging is part of lumi’s emotional universe.
Cases and product sets use clean surfaces, rounded forms and gentle colour to extend the feeling of protection.
Before activation, the packaging already communicates touch, care and trust.
Protective object
A soft shell that protects the device and reinforces care.
Sensory unboxing
Materials and openings shape the first tactile experience.
Product family
Cases and boxes connect the full product family.
Calm premium
Soft precision makes the product feel valuable without becoming cold.
Creative outcome
What the visual system proves
The result is a visual universe that makes emotional technology feel human, approachable and safe.
Product, interface, packaging and communication speak through one soft sensory language.
Product
lumi Product
Product strategy, ecosystem definition and interaction design for a soft emotional technology system.
Product
Idealista Remake Product
Product redesign focused on search clarity, comparison, budgeting and decision-making inside real estate.