MOVVIX
BRANDING
2022
DALU
DALU is a brand project developed for Lumena Aleluia, created to support a new phase of her personal brand focused on autonomy, self-care, and freedom of expression. The challenge was to translate Lumena’s strength, sensitivity, and complexity into a visual identity that moved away from stereotypes and offered a more mature, intentional, and symbolic language — one that could coexist with different layers of her presence, from digital content to future products and initiatives. The resulting brand system is bold yet refined, built to communicate empowerment, authenticity, and ownership of narrative, while remaining flexible enough to evolve alongside Lumena’s journey.
- CLIENT LUMENA ALELUIA
- YEAR 2025
- CATEGORY BRANDING
RESEARCH
The research phase focused on understanding Lumena Aleluia’s public trajectory, audience perception, and the tensions between visibility, judgment, freedom, and self-care. Beyond references and benchmarks, the process involved mapping symbols, narratives, and emotional territories connected to autonomy, sensuality, and self-ownership — identifying how the brand could communicate strength without falling into stereotypes or overexposure.
DESIGN
The visual identity was designed to balance boldness and restraint. Typography, contrast, and composition were carefully defined to express confidence, clarity, and intention — allowing the brand to be sensual without being obvious, powerful without being aggressive. The system was built to be flexible, supporting different layers of Lumena’s presence while maintaining visual coherence and symbolic strength.
SYSTEM
DALU’s visual system was designed to grow alongside Lumena’s journey. Rather than a static identity, the brand operates as a living structure — capable of adapting to new narratives, formats, and moments while preserving its symbolic foundation and visual integrity.
CONCEPT
The concept behind DALU was built around the idea of ownership — of body, narrative, and presence. The brand explores the tension between exposure and protection, softness and strength, visibility and control. Rather than positioning Lumena Aleluia through a single lens, the concept embraces multiplicity, allowing different expressions to coexist without contradiction. DALU functions as a symbolic framework: a space where autonomy, self-care, and freedom are not performed, but claimed.
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