Recalibrated focus toward strategy, design, and creativityLuma came to BuiltByRenee with a groundbreaking concept and no brand to show for it. Led by a Georgetown breast surgeon, the founding team needed an identity that could make something clinical feel luxurious, personal, and urgent. We built the brand from the ground up, developing a visual language rooted in illumination and rhythm, with a color palette, typography, and photography direction drawn from references like The Row, Skims, and Alo. Every creative decision was in service of a single strategic idea: that breast health does not have to feel like a mystery. The result was a brand identity and landing page that gave Luma a credible, compelling market-facing presence to support both customer research and early-stage fundraising.