The Lumery / MarTech Bringing clarity to the complex.
Project type
Brand Scale-Up
Client
The Lumery
Expertise
Brand strategy, Identity, TOV, Values, Culture, Digital.
In today’s world, personalisation, greater efficiency and automation are the ultimate success drivers behind any marketing strategy. With MarTech (marketing technology), those streamlining opportunities are seemingly endless.
And when we say endless… we mean ENDLESS. According to Chiefmartec.com, there are approximately 13,080 (up 18.5% from 2023) possible software solutions available to marketers. With so many options, the challenge for most businesses isn’t just how to string together an end-to-end solution that’ll deliver on their business objectives, but also to understand and communicate what it means for their end-customers. This is where MarTech agency, The Lumery comes in.
With the MarTech landscape in continual growth and a long list of multinational clients like Jetstar, Bunnings, Mecca, Qantas, Myob, The Iconic, REA Group, Coles and not-for-profits such as Movember, The Lumery has already been cornering the MarTech category with a brand strategy built around the positioning ‘Bridging the MarTech Void’.
However, taking a moment to breathe, The Lumery’s Co-Founder & CEO, Rajan Kumar, sensed an opportunity to claim even more of an authoritative, expert positioning. The burning question was… how?
Taking a strong steer from Hunter’s FMCG/CPG brand methodology, we got Raj and The Lumery team to start thinking more about how they can simplify their clients' world and help them connect with the real one.
When it comes to seemingly complicated categories such as MarTech, it’s easy for businesses to follow convention and get their brand message lost in layers of impenetrable jargon.
Taking a strong steer from Hunter’s FMCG/CPG brand methodology, we got Raj and The Lumery team to start thinking more about how they can simplify their clients' world and help them connect with the real one.
Repositioning the brand strategy around the idea of, ‘Bringing clarity to the complex’, the resulting identity was a breath of fresh air and something that reflected The Lumery team’s personality. Human, transparent and industry-jargon-free.
Fast forward to today, The Lumery are not only regarded as the category leader, helping develop an understanding of the MarTech space through the launch of The Beacon platform, they are redefining the very notion of what customer experience means in the modern world. In recognition, The Lumery has also been acquired by the Accenture Song network of agencies.
Which just goes to show, keeping things simple can really produce the goods.
Brand Reboot Lessons / Key Takeaways:
- If you’re a scale-up business doing well, make the time to think deeply about your customers' world. The more you understand what impacts their day-to-day life, the more you can help.
- Scale-ups are like rockets. As you grow, the people who got you to that position will most likely want to grow as well. Whilst culture might change and new people with different ideas come on board, don’t forget the values and principles that achieved the growth in the first place.
- We’ve said it once, we’ve said it a thousand times. Success can come in many forms. Don’t let the industry, category or your peers define what your success should look like. That job is completely up to you and your co-founders.
At Hunter, we can help you with:
Brand strategy, creative strategy, creative direction, art direction, copywriting, brand naming, logo design, brand identity, graphic design, packaging design, project management, production management
and execution.
