LUMA — SOCIAL MEDIA REFRESH
Turning everyday content into a recognizable social identity.
Luma already had a strong product and a growing audience, but its social presence lacked consistency. We helped the brand build a clearer content system, stronger creative direction, and a more recognizable way to show up online without losing the personality that made people like it in the first place.
THE STARTING POINT
Active online, but difficult to recognize.
Luma had no problem creating content. The team posted regularly, worked with creators, and had an audience that already understood the product.
The challenge was that every piece of content felt like a new beginning.
Visual styles changed from one post to another, captions lacked a consistent voice, campaign content felt separate from everyday posts, and there was no clear framework to help the internal team decide what should be published next.
The brand needed more than a new social media look. It needed a system.
Final pricing may vary depending on project complexity, research requirements, number of stakeholders, and additional deliverables.
THE BIG IDEA
Make everyday moments feel unmistakably Luma.
We built the strategy around relatable moments, simple storytelling, and repeatable content formats.
The new system was divided into four content pillars:
Everyday Luma
Relatable routines and lifestyle moments.
Product in Context
Products shown naturally in everyday situations.
People & Culture
Creators, community, and cultural conversations.
Brand World
Visual stories that strengthen Luma’s personality.
This gave the team a clearer framework for deciding what to create and how each post should support the bigger brand story.
WHAT WE FOUND
The audience liked the brand. The content just needed a stronger point of view.
We started by reviewing Luma’s existing social channels, top-performing content, audience behavior, competitors, and recurring communication patterns.
The audit showed that the strongest posts were rarely the most polished ones. People responded better when the content felt simple, relatable, and connected to everyday experiences.
That insight became the foundation of the new direction.
Instead of making Luma look more “designed,” we focused on making it feel more consistent, more human, and easier to recognize.
WHAT WE CREATED
Less polished. More intentional.
The refreshed creative direction combined natural photography, bold typography, simple graphics, cropped product imagery, and lo-fi short-form video.
We also introduced repeatable formats such as The Luma List, Pick Your Mood, Seen at Luma, and Luma Notes to make ongoing content easier to produce and more recognizable.
- Social Media Strategy
- Content Pillar System
- Creative Direction
- Photography & Video Direction
- Instagram & TikTok Content
Stronger identity. Better engagement.
Within four months, the refreshed social system helped Luma improve both its performance and internal content workflow.
- Result
- Engagement Rate
- Organic Impressions
- Audience Growth
- Content Saves
- Production Time
- Impact
- +82%
- 3.2M
- +46%
- +71%
- -35%
More importantly, the team now had a consistent framework for planning content without starting from zero every month.
CLIENT WORDS
“Yeloop understood our brand quickly and gave us a creative direction that finally felt like us. The whole process was clear, collaborative, and surprisingly easy.”
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