Regent Lighting
Brand Strategy, Brand Identity, Copywriting, Artwork, Brand World, Brand Guidelines
Understand First
As a global leader in beauty-tech innovation, Lumenis provides cutting-edge medical aesthetic equipment to salon owners, clinicians, and specialists worldwide. With technologies ranging from laser hair removal to tattoo removal and intimate health treatments, the brand was at the forefront of cosmeceutical advancement. However its identity was fragmented and inconsistent across its wide-ranging portfolio.Free The Birds was appointed to bring coherence and clarity to the Lumenis aesthetic business, redefining how the brand showed up both internally and externally. The challenge: create a unifying brand world that could house distinct product propositions while inspiring trust, confidence and emotional connection among practitioners, patients, and employees alike.
Free The Birds crafted an evocative brand idea: ‘Spreading Light on Life.’ This became the foundation for a reimagined Lumenis aesthetic brand story – an uplifting narrative that highlights the human experience behind the technology and the positive emotional outcomes of treatment.The rebrand addressed deep inconsistencies across the business. We created a comprehensive brand architecture and individual identities for each sub-brand, including Pico (tattoo removal), LightSheer (hair removal), and FemmeTouch (intimate wellness). Each product was given its own unique story and selling proposition, driving relevance and resonance for both practitioners and patients. Internally, the brand idea became a rallying point, a dedicated internal communications campaign that helped unite global teams behind a shared mission.From literature and sales presentations to machines, websites, videos and social media, the new brand system was designed for seamless application across all touchpoints, ensuring global consistency while allowing room for product-specific nuance.
Lumenis’ refreshed identity re-established the company as a visionary force in the aesthetic space, with a system that brings cohesion to its expanding portfolio and emotional clarity to its value proposition.The brand idea ‘Spreading Light on Life’ continues to guide communications both internally and externally—reaching beyond product benefits to reflect deeper patient aspirations and practitioner purpose. From a visual and verbal overhaul to an empowering internal engagement strategy, the work laid a powerful foundation for future innovation, growth, and global brand recognition.
