From powering the Billboard charts for over 30 years to providing analytics to industry giants like Netflix, Warner Bros., and Universal, Luminate sits at the center of entertainment data. But while their legacy was unmatched, their brand expression and product storytelling needed a refresh.

I was brought in as Creative Director to lead a full brand evolution assignment, including the design of a new website, the creation of a launch sizzle video for their music data platform, and a strategic rethinking of how the brand could better reflect the vibrancy of the industry it serves.

The Strategy

I started where every strong creative process should: with insight.

Alongside Luminate’s internal team, I led a full brand and competitive audit, conducted stakeholder interviews with the CEO and executive leadership, and looked beyond the category to understand how best-in-class B2C brands build audience connection. We identified clear white space—an opportunity for Luminate to feel more human, more energetic, and more modern than any of its category peers.

To support the rollout of Luminate’s music data platform, we also created a sizzle video—a fast-moving, design-forward film (on a small budget) that introduced the platform’s value in a way that felt exciting, digestible, and brand-aligned.