Launching a purposeful clothing brand.

Luminary is a clothing company for the Asian American Christian community.

Eddie Moon, a west coast dancer, YouTuber, and screen printer asked me to help launch a new clothing brand. He had a strong vision, but he needed help fleshing it out into a focused brand identity. I stepped in and led the entire branding process from start to finish.

Problem

Startup clothing brands compete in a heavily saturated market. Eddie needed a way to differentiate the company meaningfully and speak effectively to the right people.

As second-generation Asian Americans mature year to year, their outcry for media and products that speak to them only grows louder. Luminary was born of that same desire.

Target audience interviews and founder sessions revealed the problem with existing faith-based apparel: it’s preachy, tacky, and loud. AAPIs want quality garments with subtler designs they can proudly wear anywhere.

Through several conversations with Eddie, I found that the big idea behind this startup was bringing God’s kingdom on earth—an age-old mission shared by the church since its inception. The challenge, then, became marrying this traditional mission with a brand that felt fresh and new.

A monochromatic palette and logo system carry the same minimal sensibilities as the brand’s audience. And instead of relying on clichés or in-your-face symbolism, the brand gives a classic metaphor (light) an understated and refreshing take that carries with it the heartbeat of Eddie’s mission.

We landed on a double-meaning name: Luminary. It not only identifies the brand as the aspirational identity of its target audience (a person who inspires or influences others)—it’s also a classic biblical name for the sun and moon (which happen to be the name of the partners: Edward Sun and Edward Moon).

Just as the brand (and its audience) aspires to influence the world towards godliness, luminaries illuminate a space that would otherwise remain in darkness.