ABOUT LUMENS
WE’RE A COLLECTIVE OF STRATEGISTS AND CREATORS WHO KNOW THAT STRONG BRANDS ARE BUILT ON MORE THAN GOOD-LOOKING IDEAS
It’s about designing clarity before aesthetics. We focus on building systems, stories, and experiences that connect with people and make sense for the business. Every approach is shaped around context, culture, and real objectives because meaningful growth starts with intentional thinking.
WE OPERATE BY QUESTIONING CONVENTIONS & RETHINKING THE OBVIOUS TO DESIGN BRAND SYSTEMS THAT ACTUALLY STAND APART
At Lumens, questioning conventions isn’t an attitude, it’s a discipline. We examine what already exists, identify what no longer serves the brand, and rebuild from a place of clarity. Our process is rooted in understanding context, culture, and business realities before design ever begins. This allows us to create brand systems that are thoughtful, flexible, and designed to last beyond trends or quick wins.
Rethinking the obvious helps us uncover opportunities others overlook. We connect strategy, storytelling, and execution into a single, cohesive approach where every element has a role and a reason. From brand foundations to digital presence and performance, we focus on building work that feels intentional and distinct. The result is brands that don’t blend in; they stand apart with confidence.
SINCE 2015
Nine years of building brands across different stages, industries, and markets. Long enough to know what works, and experienced enough to know what doesn’t.
300+ PROJECTS DELIVERED
WORKING ACROSS MENA
POWERED BY LUMENS PEOPLE
TEAM PROFILES
LUMENS
MOHAMED EL ABIAD
MOHAMED EL ABIAD
Leads Lumens with a focus on structure, scale, and long-term growth. Brings operational clarity to creative ambition, ensuring every move is grounded, sustainable, and built to last.
JUDIE AYMAN
JUDIE AYMAN
Shapes how Lumens thinks, creates, and shows up. Bridges strategy and creativity to build brands with clarity, personality, and cultural relevance across every touchpoint.
Our mission is to turn complexity into clarity through brand systems that resonate with people and create lasting impact. We operate where strategy and creativity align to shape brands that are focused, intentional, and built to endure.
