Setting a new standard in SMSF brand positioning

Lumiere SMSF | SMSF brand & website

The Project

Lumiere Private Advisory are not your average superannuation advisors. Branching out from a traditional financial services background, Lumiere were determined to break away from the conservative image that most Superfund advisors fear to stray from.


Our Strategy

Our brand development strategy was to disrupt the norm. Break away from the stereotypes of the sector, and bring a sense of clarity and energy to life with vibrant full screen video that revolves around the theme Lumiere - Light - Direction - Choose your own path - Live life. Our core focus was to showcase the Lumiere approach, draw traffic from external sources and link their client portal for an enhanced customer experience.


Bold imagery and colour was used throughout the site to really set it apart from the competition and illustrate their people first approach. Revolving colour and image themes appear randomly on site reload, a “pond ripple” diagram was developed as the keystone of their service offering and approach. Publications and articles written by the team are published through Medium and content is syndicated through API integration on the Lumiere site. Custom staff desktop patterns, screen savers and an animated foyer presentation have also been developed to integrate the new theme.