📄 PROJECT BRIEF 📌 Project: Q3 Brand Identity Refresh for SaaS Startup Lumen Health 👥 Recipient: External client — CMO and Head of Product, mid-stage SaaS 🎯 Summary Lumen Health will complete a focused brand identity refresh ahead of its Series B announcement, ensuring the company presents a more mature, consistent, and investor-ready visual identity across English and Spanish communications. The project will refresh the logo system, color palette, typography, brand guidelines, source assets, and social media templates while preserving enough continuity for existing customers, partners, and internal teams to recognize the brand. 🧭 Objectives 1. Modernize Lumen Health’s visual identity to support Series B positioning and market credibility. 2. Deliver a complete bilingual brand system that works consistently in English and Spanish. 3. Create board-ready brand assets that can be approved in a single review cycle. 4. Prepare all core identity materials for inclusion in the press kit by December 22, 2026. 5. Provide reusable source files and templates that reduce dependency on in-house design support. 🔍 Scope In scope: * Logo refresh, including primary, secondary, and simplified logo versions. * Updated color system with primary, secondary, neutral, and accessibility-conscious usage guidance. * Typography system for brand, product-adjacent, presentation, and digital use cases. * Full brand guidelines PDF in English and Spanish. * Editable source files for approved brand assets. * Social media templates for Series B announcement support. * One discovery workshop with CMO, Head of Product, and designated executive approver. * Concept development, structured revision rounds, and final production handoff. Out of scope: * Website redesign, including new page layouts, UX architecture, or CMS implementation. * Packaging design or physical brand applications. * Product interface redesign or in-app visual system overhaul. * Paid media campaign creative beyond the agreed social media templates. * Investor deck redesign, except for basic brand asset compatibility guidance. 📦 Deliverables * Full brand guidelines PDF: Comprehensive bilingual guide covering logo usage, color system, typography, layout principles, tone-adjacent visual direction, accessibility notes, and practical examples. * Logo source files: Final approved logo assets delivered in editable and export-ready formats, including vector and raster versions for standard use cases. * Color and typography system: Documented specifications for digital, presentation, and communications use, including usage hierarchy and bilingual considerations. * Social media templates: Editable templates for announcement posts, executive quotes, milestone posts, and press amplification across key social channels. * Final asset package: Organized handoff folder containing approved source files, exports, usage notes, and implementation-ready materials for press kit inclusion. 🗓️ Timeline * Week 1 — October 15–21, 2026: Project kickoff and discovery workshop. * Week 2 — October 22–28, 2026: Brand audit, visual territory definition, and strategic direction alignment. * Week 3 — October 29–November 4, 2026: Initial identity concepts presented to CMO and Head of Product. * Weeks 4–5 — November 5–18, 2026: Concept refinement and selected direction development. * Week 6 — November 19–25, 2026: Formal revision round and board-review preparation. * Weeks 7–8 — November 26–December 9, 2026: Finalization of bilingual guidelines, templates, and source files. * Week 9 — December 10–16, 2026: Final delivery review and implementation-readiness check. * December 20, 2026: Final asset package delivered. * December 22, 2026: Brand materials ready for press kit integration. 🧩 Roles & Responsibilities * CMO, Lumen Health: Executive brand owner; approves strategic direction, positioning alignment, and final identity recommendation for board review. * Head of Product, Lumen Health: Ensures the refreshed identity remains compatible with product experience, user expectations, and existing SaaS touchpoints. * CEO or Board Designated Approver, Lumen Health: Provides final board-level approval during the agreed review cycle. * External Brand Strategist: Leads discovery, brand system strategy, concept rationale, and executive-ready presentation materials. * External Brand Designer: Develops logo system, color palette, typography system, guidelines, templates, and final production assets. * Bilingual Brand Reviewer: Reviews English and Spanish brand materials for consistency, clarity, and market suitability. * Project Manager: Manages schedule, review windows, feedback consolidation, budget tracking, and delivery coordination. ✅ Success Criteria * Board approval secured in one formal review cycle by December 16, 2026. * Final brand asset package delivered by December 20, 2026. * Press kit materials ready for use by December 22, 2026. * Brand guidelines completed in both English and Spanish with no unresolved translation or terminology issues. * Final package includes 100% of agreed deliverables: guidelines PDF, logo source files, color system, typography system, and social media templates. * Final identity can be implemented without in-house designer support for standard communications and announcement use cases. * Project remains within the approved €15,000 budget. ⚠️ Constraints & Assumptions * Total project budget is capped at €15,000. * Lumen Health does not have an in-house designer available during the project, so deliverables must be highly organized and implementation-ready. * All core materials must work in both English and Spanish. * Review cycles must be tightly managed to preserve the December 20 final delivery date. * Board feedback must be consolidated into a single decision-making channel before the formal revision round. * The refresh must support Series B visibility without triggering a full rebrand or website redesign. ➡️ Next Steps 1. Confirm CMO, Head of Product, and board-level approver availability for the Week 1 discovery workshop. 2. Share existing logo files, brand assets, pitch materials, product screenshots, press materials, and any prior brand guidelines by October 15, 2026. 3. Confirm preferred bilingual terminology for company, product, and category language before concept development begins. 4. Approve the project schedule, review cadence, and feedback ownership before kickoff. 5. Begin discovery workshop and brand audit during Week 1.