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what is luma about?

a group of business owners from Artsakh, forced to relocate, needed help presenting themselves in a new, competitive market.

for us, it wasn’t just another project. it was a decision – to contribute with what we know best: strategy, identity, clarity.

this campaign is about the smallest moves that make the biggest difference.

we did our part

we met with each business owner, listened to their goals, crafted visual identities from scratch, and guided them on how to show up with clarity and confidence – just enough of a push to help them step into a new market and move forward on their own terms.

Large black Armenian letters on a gray background with a silver sun coin partially behind them. Text in the top right says, "not everything big makes impact. luma did."
Seven gray coins with Armenian symbols float against a purple background. Text reads, "the luma moves through hands, time, history. It carries Armenian symbols and everything we stand for." A small vertical text says, "every luma matters."
Black hand holding a small coin on a bright yellow background. Text: "It wasn’t small. It was the luma."

this campaign is called 'լուման'

because that’s what we gave – a small, deliberate piece. not the whole story. just the part that made it work.

A black background with a layered grayscale photo of mountain ridges in the center, partially framed by a bold purple shape + Text in white
Black silhouette of a mountain on a yellow-green background. Text reads: "we don’t just carry armenian symbols. we activate them." and "push" in the corner.
vibrant digital artwork for the Luma campaign featuring symbolic illustrations
iPhone 15

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