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LumenusWorks
Client Overview
When two purpose-driven leadership consultancies – PeopleSense Consulting and InLight Leadership Group – decided to merge, they saw an opportunity to build something bigger than either could create alone. Their shared mission was clear: to elevate workplace culture through meaningful leadership, coaching, and human-centered strategy. But in a competitive and rapidly growing HR consulting market, they needed a brand that would feel fresh, aligned, and bold enough to take them forward – together.
Client Challenge
The merger created a unique challenge: how to combine two established brands with deep values, loyal clients, and distinct identities into a cohesive, recognizable, and emotionally resonant new brand.
Key goals included:
Building a unified voice and visual identity that reflected shared values and expertise
Communicating the “why” behind the merge while honoring the legacy of both brands
Standing out in a $60B+ industry growing at 7% annually, where differentiation is critical
Creating a human-first brand experience in an industry often focused solely on business metrics
The team needed more than just a new name – they needed a strategic foundation that captured the soul of who they are and where they were headed.
Our Approach
We began with deep discovery – diving into the DNA of both brands to uncover their shared values, overlapping missions, and complementary strengths. From there, we applied our science-meets-creativity model to define the new brand’s:
Primary brand archetypes: The Innocent, Everyperson, and Sage
Core personality traits: Sincere, collaborative, wise, and optimistic
Value framework: A blend of empathy, integrity, and human connection rooted in authenticity
Messaging themes: Clarity, trust, belonging, and human-centered transformation
We worked closely with the founders to ensure that the new brand didn’t just look different – it felt like a natural evolution of their combined story.
Solution and Implementation
Brand Identity
Naming: We created the name LumenusWorks – a fusion of “lumen” (light), “us” (collaboration), and “works” (purpose in action). The name captures the brand’s focus on guiding leaders and teams toward brighter, more connected ways of working.
Brand Strategy: Built a brand narrative rooted in transforming workplace culture, informed by pressing market needs like burnout, organizational complexity, and the demand for more inclusive leadership.
Visual Identity: Developed a calm and uplifting color palette, warm typography, and a radiant logo symbolizing insight, collaboration, and growth.
Voice & Messaging: Crafted a tone of voice that is intelligent but approachable – balancing wisdom with warmth.
Website Development and Online Presence
- Developed a clean, welcoming website that highlights LumenusWorks’ unique approach to leadership and organizational development
- Built messaging pathways for prospects, partners, and current clients that reflect the brand’s values of inclusion, respect, and authenticity
- Focused on simplicity and clarity in user experience, encouraging exploration without overwhelm
Outcome
LumenusWorks emerged as more than a new brand – it became a shared identity that truly feels like home for both founding teams and their clients.
- A unified brand platform grounded in purpose and aligned values
- Clear differentiation in a saturated HR and leadership space
- A name and identity that feels confident, warm, and approachable
- A strategic foundation designed for long-term growth, trust, and impact
LumenusWorks now serves as a beacon for organizations ready to lead with heart, strategy, and authenticity – backed by a brand that reflects that same energy at every touchpoint.
To learn more, visit LumenusWorks.com.
“We were drawn to work with Alicia because of her energy and commitment to her clients and we found that to be absolutely the case. She helped us work through a merger and rebranding project with a result that we both loved! She truly cares about the quality of her work and making her clients more than satisfied with the outcomes.”
Robin Eichert,
The Leadership Luminary