Lumen is a multi disciplined brand design agency founded in 2003 by Drew Smith and Pietro Rovatti.

Drew Smith is an award winning designer in consumer branding and packaging design. He has been the creative director of several leading international design consultancies.

Pietro Rovatti is a specialist in corporate identity, communication and retail design with experience in the financial, pharmaceutical, entertainment and hospitality industries.

From our offices in London and Milan we work for both national and international clients in corporate identity, consumer branding and retail design.

our passion, branding

It’s nothing new that well managed brands create a competitive advantage.

To succeed long term a company has to define its core values and understand why, beyond profits, it exists.



It means that a company has to find a viewpoint that it believes in, and then continuously act according to that belief.

Branding is about passion. It should be at the heart of any organisation and guide everything it does.

At Lumen we help clients identify what makes them different and how they can harness that uniqueness to build success.

our team: fifty professionals, eighteen nationalities!

An agency is only as good as its people, and Lumen has one of the most culturally diverse, multi-disciplined and talented creative groups in Europe.
Our designers come from all over the world and each brings to Lumen their own unique vision and experience.

Our Milan office is located in the Tortona design district.
Founding partners and creative directors Drew Smith and Pietro Rovatti guide a team of fifty people that includes specialists in corporate and consumer branding, packaging, industrial design, retail, company communications and copywriting.

Our London office is headed by the innovations and NPD specialist Robert Monaghan. Our partners in Loman Street Studios, a stone’s throw from the Tate Modern, have state of the art facilities and expertise in digital, sonic and interactive branding and communication.

our approach, branding innovation

A brand must first of all understand why it exists and what it represents for the consumer.

Lumen has developed an in-depth method for defining the true identity behind a brand, its relationship with the consumer and how it can evolve in the future.

We combine strategic insight with creative energy and foresight.

We call it Branding Innovation and it is based on a deep understanding of identity and an ability to look at things in new ways.

Thinking different.

We help our clients to challenge the status-quo, create meaningful relationships with consumers and build long term brand value.