INSIDE THE PROJECT

LUMINIS — Where heritage is carefully restored and preserved

LUMINIS is the personal brand of Lucía Fernández, a 35-year-old Spanish restorer and conservator specialising in bringing value, memory, and life back to pieces affected by the passage of time.

EXECUTED SERVICES:
↗ BRANDING KIT ESSENTIAL]
↗ 1:1 MENTORING [ MERAKI]

▪ The starting point: From A to B

LUMINIS is the personal brand of Lucía Fernández, a 35-year-old Spanish restorer and conservator specialising in bringing value, memory, and life back to pieces affected by the passage of time. Her work goes beyond technical restoration; it is rooted in deep respect for the history, origin, and essence of every object.

Before LUMINIS, Lucía offered her services solely under her personal name. While her work spoke for itself, her presence didn’t fully reflect the level of professionalism, sensitivity and expertise that define her craft. In a field where trust, precision and credibility are essential, she needed a brand that truly matched her knowledge and experience.

We worked on the complete development of her brand kit, allowing her craftsmanship to take shape as a clear, elegant and coherent identity. Through the Meraki mentorship, Lucía chose to reorganise and relaunch her business, moving from offering her services in a scattered way to building a solid brand, ready to grow and be recognised within her professional environment.

LUMINIS was born as a space where restoration is understood as an act of care, respect and continuity — bringing light to the value of every restored piece.

▪ The Pandora’s Box: : What we discovered

We realised her work carried immense value, but it was entirely tied to her personal name. Through the mentoring process, it became clear that creating LUMINIS wasn’t about stepping away from who she is, but about giving her craft its own space — one that felt more defined and professional, allowing her experience to grow and be recognised more clearly.
Lucía had a strong command of her specialism, but her offer wasn’t easy to explain or present. The process helped us organise her services, define what she truly offers, and communicate it with confidence and simplicity, without overcomplicating things or losing the sensitivity that defines her work.
We identified that her way of working was solid, yet it needed a clearer long-term vision. The mentoring opened space to think about sustainable growth, always respecting her pace, professional ethics, and the care she brings to every piece — without forcing a type of growth that wouldn’t feel true to her.

▪ The Challenge: A Strategic Move

The real challenge was bringing clarity and direction to everything Lucía already did so well. We started by restructuring her business model, understanding how she wanted to work, at what pace, and the kind of projects she truly wanted to attract. From there, LUMINIS was born — a name guided by the creative concept of light: to illuminate, reveal, and restore the value of pieces shaped by time. With this concept as our foundation, we moved on to build the brand kit, creating an identity that brought order to her message, reflected her sensitivity, and gave coherence to her work. From that point on, every decision — from how she communicates to how she presents herself — began to follow a clear, consistent logic, fully aligned with her craft and professional vision.

PERMANENCE

PRESERVE

HISTORY

PERMANENCE PRESERVE HISTORY

▪ Change in Action: Beyond What Meets the Eye

BRAND ARCHETYPE:                                                                                 THE VISIONARY

The name LUMINIS comes from the Latin lumen / luminis, meaning “light” — not as something that overwhelms, but as something that gently reveals the true value of each piece. From there, we created a monogram made up of multiple strokes inspired by Victorian ornamentation, reflecting a deep respect for history, detail, and the craft behind restoration. The verbal identity was shaped around a calm, precise and respectful tone, with messages that speak of care, memory and continuity, always avoiding exaggeration and keeping the communication professional yet approachable. On a sensory level, the brand leans into the visual perception of time and material: subtle textures, soft contrasts and an aesthetic that conveys patience, calm and trust — fully aligned with the careful process of bringing each object back to life.

▪ Results: What we achieve together

Once the business was organised and the brand was built, the impact went far beyond visuals. Changes began to show in the way the work was structured, the clarity of the offer, and how LUMINIS started to position itself within its professional environment.

After the mentorship, Lucía redefined her service structure and adjusted her pricing based on the type and complexity of each restoration. As a result, within the first three months, the average value per project increased by 35%, allowing her to take on fewer projects while earning more per commission.
By organising her processes and defining a clear way of working, Lucía reduced time spent on unproductive tasks by 40%, giving her more space to focus on technical work and accept projects with intention and better planning.
With the implementation of the brand kit, LUMINIS moved from being perceived as a personal service to a specialised brand. Within the first two months, Lucía received 50% more qualified inquiries, mainly through professional referrals and word of mouth.
Thanks to a coherent identity aligned with her specialisation, LUMINIS began to be recognised as a reference point in restoration. This led to three new professional collaborations with cultural and artistic sector partners in under six months.

▪ Classified file: Additional data

INDUSTRY: Art Conservation & Restoration

LOCATION: Sevilla, Spain

START OF BUSINESS OPERATIONS: 2019

PROJECT COMPLETION: October 2024

▪ Behind the scenes: Team credit

BRAND DESIGN: María Fernanda Ayala
COPYWRITER: Sandra Voltinaer
ANIMATIONS: Laura Melo
CREATIVE & STRATEGIC DIRECTION: María Fernanda Ayala

A kind note from the client

“I came to the mentoring programme with my brand completely dulled. I knew I had something valuable in my hands.”
What changed everything for me was finally seeing my work represented in a brand that feels coherent, elegant and true to who I am. My brand felt dull and all over the place. The mentoring gave me clarity, direction, and a voice that finally reflects who I am. It gave me the push I needed to believe in my project again.
Having a complete brand kit made me feel confident, professional and ready to present my work properly. Now my brand communicates the care, precision and sensitivity that I put into every restoration, and that has completely changed how I show up and how others perceive my work.
— LUCÍA FERNÁNDEZ- LUMINIS ART, RESTORATION AND CONSERVATION (SPAIN)