THE LUMERY / Martech Striking company culture gold.
Project type
Brand Culture Book
Client
The Lumery, Part of Accenture Song
Expertise
Brand strategy, Values, Culture, Design
A unique product, service, purpose, identity, logo, and personality are important brand hygiene factors for any business looking to corner its market, scale, and sell. Get the elements right, and things can flow in the right direction. However, the real driver for that success is culture. Or to be more precise, people.
Now, we all know the drill. Identify your purpose, create a thriving, inspiring environment and fun culture, and then everyone will be clamouring to take a sip of the proverbial ‘cool-aid’. Whilst that process might now seem standard, there’s an undeniable truth in that if you give your people enough swagger, they will bring the goods in the shape of creativity, innovation and growth. This collective sense of belief can then permeate beyond any HQ, site, meeting or post and becomes inherent in everything you do as a business. We are talking serious value here.
Marketing and technology consultancy, The Lumery is a prime example of a business that found a magic formula to empower its people, enabling it to tap into a wealth of creativity that has driven innovation, growth and success… in other words, people power.
“To be a part of the company’s journey from the early days, through massive growth, lots of adventures and highs and lows, to the recent acquisition and integration (Accenture Song) - I feel so fortunate to have this entire journey not on my resume, but in my life’s story”.
— Dr Melanie Irons, Executive Manager, Organisational Development, The Lumery.
In a relatively faceless category infamous for complex products and impenetrable tech jargon, The Lumery has always been conscious about the impact a people-centric focus can have for clients such as Jetstar, Bunnings, Mecca, Myob, Movember and Coles.
With Hunter’s help, the businesses’ repositioning around the strategic idea of, ‘Bringing clarity to the complex’, anchored a brand identity that reflected The Lumery team’s personality and culture. Human, transparent and industry-jargon-free. The business took this on board and smashed things out of the park. The resulting sale to Accenture Song inspired Co-Founder and CEO, Rajan Kumar to create some sort of full stop or record of The Lumery’s collective journey.
Inspired by one of their original core values, ‘Giving A Shit. The book of a bazillion shits’ is a celebration of the team that had not only embraced all things The Lumery but lived and breathed the brand from day one. Linear in story, it also highlights the important role people play in making magical things… happen.
“I’m glad I have the handbook and can flick through it, and feel like I’m holding a physical representation of what modern, highly successful businesses that are good for people absolutely can look like”.
— Dr Melanie Irons, Executive Manager, Organisational Development, The Lumery.
Brand Scale-Up Lessons / Key Takeaways:
Most businesses don’t prioritise culture at launch, yet it’s there from day one. Culture is born from the founders’ beliefs, principles, and values. Identify and nurture these elements early. They’ll influence everything from team dynamics to your long-term success.
Don’t overcomplicate defining your culture. Write down what matters on a page. Let things evolve as your business grows. Most importantly, make it authentic to your company. This is bigger than framed motivational slogans stuck on a wall.
Your business story is shaped by the small, everyday moments. Candid photos, team achievements, and early milestones hold sentimental value and can also showcase your evolution to stakeholders, clients, and future investors. Start your archive today.
A strong culture resonates beyond the walls of your office. It shapes how you work, how you’re perceived, and how you succeed. Build it intentionally and let it shine through your brand identity and actions.
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.
