Journal
Branding · June 4, 2026 · 8 min read
How we run a brand workshop in one day
The exact agenda, exercises and outputs we use to kick off every identity project.
Inês Duarte
Founder & Creative Director
Every brand project at Lumen starts with a single day in a room with the founders. By the end, we agree on what the brand stands for and what it doesn't.
The agenda
- Morning: audience, competitors and the one-sentence promise
- Lunch: everyone brings a brand they admire and one they don't
- Afternoon: personality sliders and visual moodboards
- Close: three words we'll test every design against
The output is a two-page brief that guides every decision for the next eight weeks.