Brand identity and digital experience for Luma, a modern end-of-life planning company. Rooted in the circle of life, the visual identity reflects how our stories, values, and love continue beyond us. This idea takes shape through overlapping circles - a quiet nod to connection, legacy, and the echoes we leave behind. The Venn diagram becomes both a symbol and a system: forming the logo, guiding the layout, and shaping campaign imagery. Calm tones and circular movement support a message that’s not about endings, but about care that carries on.