Trajectum Lumen itself is a ninety-minute walk in Utrecht city centre combining light, art and storytelling. Our goal was to brand the event. The brand had to be equally entertaining and informative, and tell great stories in a beautiful, visually appealing way. After detailed research into the product values and target groups, we decided to create a identity (logo and the fictional character Luman) positioned somewhere between an amusement park and a museum. Luman, Utrecht's Lord of the Night, guides you through the city's dark secrets.