Lumo

Shedding light on tax relief

Client

Harlands Accountants

Project

Lumo

Services

Naming, Brand identity, Design, Web

Sector

Financial

Shedding light on tax relief

The Brief

Lumo is a North East based R&D Tax Consultancy aimed at UK based companies that innovate and push the boundaries of their specialist sectors. As a new start-up they needed not only a distinctive identity and look, they also needed a name for their service.

Background

R&D Tax Credits are a government incentive to help UK businesses by rewarding innovation with tax relief. Any company that has spent time and money developing new processes, new products or new services can claim back up to 33p in every £1 of qualifying costs. This 33% of R&D costs can then be offset against Corporation Tax or, in some cases, received as a cash credit from HMRC. Lumo partners with businesses to help them understand and capitalise on R & D credits.

The Solution

We don’t always get the opportunity to name a brand we’re designing for but we can always say that a bright and engaging name will unlock a creative direction far quicker than weeks of brainstorming around a more functional descriptor. A naming workshop allowed us to understand the business and narrow down naming techniques. As this was a fairly short and agile project, eliminating dead ends early was essential, these kinds of workshop allow us to move quickly while still bringing the client on the journey.

Shedding light on tax relief

The Brief

Lumo is a North East based R&D Tax Consultancy aimed at UK based companies that innovate and push the boundaries of their specialist sectors. As a new start-up they needed not only a distinctive identity and look, they also needed a name for their service.

R&D Tax Credits are a government incentive to help UK businesses by rewarding innovation with tax relief. Any company that has spent time and money developing new processes, new products or new services can claim back up to 33p in every £1 of qualifying costs. This 33% of R&D costs can then be offset against Corporation Tax or, in some cases, received as a cash credit from HMRC. Lumo partners with businesses to help them understand and capitalise on R & D credits.

Lumo is a North East based R&D Tax Consultancy aimed at UK based companies that innovate and push the boundaries of their specialist sectors. As a new start-up they needed not only a distinctive identity and look, they also needed a name for their service.

We don’t always get the opportunity to name a brand we’re designing for but we can always say that a bright and engaging name will unlock a creative direction far quicker than weeks of brainstorming around a more functional descriptor. A naming workshop allowed us to understand the business and narrow down naming techniques. As this was a fairly short and agile project, eliminating dead ends early was essential, these kinds of workshop allow us to move quickly while still bringing the client on the journey.

Bright Ideas

R&D Tax claims are focused entirely in the arena of innovation, the realm of ideas. A place where fresh young start-ups and enquiring minds endeavour to push the envelope of engineering and technology. With all that in mind … a dry, descriptive naming strategy won’t resonate with them. Through conversation and research we found an interesting synergy between light and invention, especially in the North East. The friction match was invented in Stockton while the Stephenson Lamp, or Geordie Lamp, was invented in Northumberland. One of our naming directions explored this and ultimately arrived at a shortened play on luminosity, which naturally left itself to bright ideas.

Light reading

With a name that felt both bold and bright, it was a no brainer to explore the nature of light as part of the logo concept. But we also wanted to go a little further, researching historical crossovers between light and invention. Our inspiration was drawn from an experiment performed by Thomas Young in 1801. He invented a way to prove that light can display characteristics of both waves and particles, his invention defined the very nature of light.

Guiding light

As a new start-up Lumo had two challenges with: Firstly, raising awareness that Lumo can help with R&D tax credits and secondly helping businesses of what R&D tax credits are. A clean, fluid and effective digital presence was essential to convey these messages.

"Developing the Lumo brand was key to differentiating our R&D service from the work we do as an accountancy practice. The brand is bright, vibrant and distinctive which reflects our approach and helps set us apart from others. It is not only visually striking and easily recognised though, the brand is built around our key proposition and has defined Lumo’s positioning as not just ‘writing up history’ (to make a tax claim), but being actively engaged in helping businesses to exploit innovations strategically. The brand has enabled Lumo to gain a great reputation in the market place and win some big name R&D claims helping Lumo to almost double the turnover from year end 31 March 2019!"

Joanne Warren

Managing Director, Lumo