Kelly Anne HowardDigital Designs

CORPORATE WORK / B2B

Lumena

Well at Work

Workplace wellness app

THE WEBSITE

The brand became an experience.

The Lumena concept now extends beyond campaign creative into a complete wellness website built around the same Mind. Body. Life. positioning, with experiences for individuals, teams and communities.

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Lumena wellness website hero VIEW LIVE SITE ↗

THE IDEA

Care that fits the flow of work.

Lumena is a workplace wellness app designed to make employee well-being feel accessible, useful and integrated into everyday work life.

An employee benefit needs to make sense to the people choosing it and the people using it. This concept connects an employer’s interest in participation and culture with a more personal question: will this fit into my day?

Lumena concept ad showing a wellness app beside an employer participation dashboard on a desk.
Lumena concept ad showing a wellness app beside an employer participation dashboard on a desk.
A hand holds a phone displaying the Lumena wellness app beside a coffee cup and notebook.
A hand holds a phone displaying the Lumena wellness app beside a coffee cup and notebook.

MESSAGING

Something specific
to say.

“Well at Work” provides the central idea. “A Benefit People Actually Use” addresses the employer’s participation concern, while “Care that fits the flow of work” speaks to the employee’s daily experience.

Three Lumena app screens show a daily check-in, well-being content and activity options.
Three Lumena app screens show a daily check-in, well-being content and activity options.
Lumena app on a phone standing on a stone platform beside a plant and mug.
Lumena app on a phone standing on a stone platform beside a plant and mug.

MORE IN MOTION

The campaign continues.

CREATIVE DIRECTION

Built with intention.

Phone screens make the proposed product tangible. Warm desks, plants and everyday objects soften the software presentation. Employer dashboard imagery adds a second communication layer without turning the employee story into a report.

I developed the concept, positioning, messaging and visual direction, created and curated the AI-generated material, and edited the assets and films.

What the work connects

  • B2B SaaS positioning
  • Dual-audience messaging
  • Employee benefit marketing
  • UI-centered creative direction
  • AI image creation and video production
  • Campaign strategy
Marketing Strategy ↗Brand Positioning ↗AI Advertising Creative ↗AI Video Production ↗AI Copywriting & Messaging ↗
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Behind the work

Explore the thinking and production capabilities shown in this concept.

Marketing Messaging StrategyCampaign Strategy