Lumar, The guiding light for a brand extension

As websites evolve to new levels of complexity, Lumar—formerly known as Deepcrawl—needed some help evolving their brand to meet the expanding needs of digital teams worldwide.

Over the years, they outgrew their origins. Yes, they were recognised as a market leading SEO platform, but more and more clients are seeing their website’s technical health as a business-wide priority. A priority Lumar can help deliver.

Catering to this market demand emerged the new proposition: website intelligence. This means streamlining digital operations with a centralized command center. And improving websites' technical health and SEO to drive organic growth. 

Although there were many alternatives, Lumar searched every corner of the Internet and, luckily, found us. Together with our friends at Reed Words and the impressively brand-savvy team from Lumar, we shed light on the brand’s expansion. 

Lumar looked for a branding partner with a digital focus. A team that understands digital technology, and is able to deliver high impact visual identities. One that is familiar with repositioning to a new name, new proposition and new target audiences whilst maintaining the companies hardcore heritage fans. The ones that just enjoyed the best crawler in the industry. Why they picked Verve? We don’t know. What we do know is that, apparently, we delivered.

Let there be light

Research was unanimous, the Deepcrawl name had one too many associations with the dark. And was a tip too deep in ‘just SEO’. The logical decision was to pivot to a naming strategy that matches the companies’ ambitions and provides a strong conceptual narrative for the brands evolution.

The creative quest on which we emerged with the clients brought us to Lumar. A natural name bridging user needs and company culture together: companies seeking clarity in the dusky woods of website optimization and the strong drive of a team that’s driven to light the way.

Furthermore, shedding light applies not only to results, but also to how they are achieved. After all, the need for website intelligence extends beyond a single role: from marketer to developer and designer to leadership. It is striking the right balance to be in with the old and in with the new, connecting bright cross-functional teamwork.

Traffic-winning, revenue-driving and simply good-looking

Most SEO-people are no-nonsense types. So are the business leaders they work for. Their websites are business tools bringing in leads, and ultimately driving revenue. Therefore, the brand has to be solid and serviceable — the lightbulb moment you’ve been waiting for.  Straightforward without unnecessary bling bling. It's about optimizing traffic, but also safety and accessibility. Yet outstanding enough to stand out in a crowded market. 

We chose a style inspired by the image of a benevolent magician. One with mystique and confidence. Deep blue being illuminated by the brand colors while white and violet to convey the enlightenment the brand offers. An illustration style that almost feels like a set of tarot illustrations explaining what deep insights Lumar can offer you.