Luma is an event management platform that goes beyond basic digital invites, offering a seamless way to create, share, and manage everything from casual meetups to professional networking events in urban communities. Designed to promote real-world connections, Luma helps people find delightful local events and bring online interactions offline.

I self-initiated and developed an instinctive illustration system for Luma to capture its vibrant, people-first spirit. Inspired by Alphabet City in Manhattan’s East Village, a neighborhood renowned for its cultural diversity and artistic energy, the illustrations center on people engaging in everyday activities, expressed through playful alphabets and storytelling. Utilizing a consistent set of assets, including hero, spots, and iconography, I created a human-centered, youthful, and flexible style that celebrates urban life and reinforces Luma’s brand value and essence.

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Early Explorations & Color Study

The early visual exploration was grounded in everyday life in Alphabet City and inspired by the forms of the 26 English letters, along with New York’s bold voice and free spirit. Exaggerated poses and rounded shapes were intentionally chosen to convey a whimsical, approachable, human presence. To maintain cohesion across the overall visuals, details were simplified, and subtle gradients and textures were applied to introduce depth without overwhelming the compositions.

Color, as one of the most essential design elements, also mirrors the overall emotion. I developed a vivid, saturated color palette that reflects the optimism and energy of both the community and the brand.