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. We came up with a fictional character named Luman, Utrecht's Lord of the Night, who would guide you through the city's dark secrets. We made several promotional items like a map, a branded city bus, flyers and lanterns and footsteps throughout the city.