A globally ambitious startup redefining the album in a digital age _

Challenge

In today's streaming-dominated landscape, the full-album experience has been reduced to background noise with singles prioritised through algorithm-driven playlists. For artists, intimate storytelling has lost its natural home. For superfans, streaming lacks any true sense of digital ownership or meaningful connection to the artists they love. 

Lume set out to restore value to recorded music with a "buy once, own forever" model where 80% of net revenue goes directly back to artists and their partners. The challenge was to craft an interface slick enough to compete on app stores, yet intimate enough to make digital artifacts feel like something tangible. 

Solution

Partnering with Lume from the beginning, the project encompassed product strategy, brand identity design and full website and native app UX and UI, delivering a digital platform that feels deeply exploratory and immersive.

At the heart of the platform is the idea of entering “the world of an album”, where artists showcase their most sacred archival material, including unreleased tracks, voice notes, and behind-the-scenes footage, housing them in a beautifully designed experience reserved for their truest supporters. 

To bring this vision to life, a campaign film series featuring Tiki Taane, Geneva AM, and Julia Deans shot entirely on 16mm with Supernomal, guides the viewer through the deeply personal process of an album's creation.