Golden Misty Ridge
About the project
© 2026
Lummin is a contemporary fashion wear company focused on sustainable essentials that blend minimalist silhouettes with premium eco‑fabrics. Launched in 2023, Lummin serves style conscious professionals aged 25–40 who value timeless pieces, ethical production, and effortless versatility.
The brand aimed to scale direct‑to‑consumer sales across North America and Europe while preserving a premium, eco‑first positioning. Since launch, Lummin has built strong brand awareness through targeted social campaigns, influencer collaborations, and selective editorial placements, generating high traffic and an engaged social following. However, rapid interest exposed operational and digital gaps: the ecommerce experience didn’t reliably translate browsers into buyers, product storytelling undercommunicated the premium fabric benefits, and inconsistent visual language across channels diluted perceived value.
Challenge
© 2026
Challenge Lummin faced stagnant online conversion despite strong brand interest: high traffic from social and PR but low purchase rates and elevated cart abandonment. Key issues included inconsistent brand expression across channels, a fragmented onboarding/checkout flow, slow mobile load times, and unclear product storytelling that failed to convey fabric quality and sustainability credentials.
The business needed a unified brand system, clearer product narratives, faster site performance, and a conversion‑focused UX to turn interest into repeat customers.
Elevated cart abandonment on mobile and desktop
Weak product storytelling that underplays fabric quality and sustainability
Missing unified design system for consistent campaign production
Fragmented onboarding and checkout flow causing drop‑offs
Slow mobile load times and poor performance metrics
Summary
© 2026
Summary of solution & results We delivered a cohesive brand system (logo suite, typography, color palette, iconography, motion language) and a content‑led redesign of Lummin’s ecommerce experience. Key actions: tightened visual hierarchy and product pages to showcase fabric detail and sustainability provenance; simplified onboarding and a streamlined 1‑page checkout; implemented a mobile‑first performance audit and optimizations (image compression, critical CSS, lazy loading) that reduced TTFB and full load time; and launched targeted post‑click campaigns with personalized product bundles and urgency triggers.
Results within three months: 34% increase in conversion rate, 22% drop in cart abandonment, 18% uplift in average order value, and a 40% improvement in mobile page load time. The new brand system improved recognition across channels and enabled faster campaign production via a shared Figma library and template packs.
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© 2026
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