^ (in Italian) 'Per la brand identity nasce Lumen, fondata da Smith e Rovatti', Daily Media, 4 September 2003.^ (in Italian) 'Nasce Lumen, agenzia per la brand identity', Today Pubblicità, 3 September 2003.^ (in Italian) 'Joint venture tra Lumen e Mildberry: nasce Mildberry Milan', Pubblicità Italia, 24 November 2006.^ (in Italian)'Quando esperienza e innovazione sono al servizio delle imprese', Market Press, 3 September 2003.

Ī list of the most notable honours the agency received when still was known as Lumen:

The project realized for the rum Zacapa Centenario Etiqueta Negra has been focused on the 'emotional involvement of the material used in the packaging' (in this case, palm fibers reproducing the motif of the south-American petate on the pack): a reason that prompted the Material Connexion research institute to show the product at the 'Materiali innovativi e imprese 2009' exhibition, organized under the patronage of the Chamber of Commerce of Milan at the design museum Triennale di Milano. Some Lumen's works have been awarded due to their style and the use of innovative materials. Autogrill, Bonduelle, Zuegg, Unilever, Club Med, Illy, Parmalat, Gancia, Sky, Bticino, Barclays, Kellogg's, Heinz, Henkel, Festina and Rolex. Lumen had worldwide-known clients from multiple business sectors, like Ferrero, AC Milan, Campari, Diageo. Lumen offered a wide range of services for corporate ad private clients, such as brand strategy, packaging design, corporate & brand identity, brand management, retail design, environmental design, interactive media, point of sale and merchandise design. At its climax in 2011, the agency had 50 employees of 18 different nationalities. Lumen's approach was called branding innovation and, according to its founders, this is what made the agency quickly growing internationally, by opening a branch office in London (UK) in 2006 and establishing strategic partnerships in the same year with Mildberry, the first branding network in Russia, and in 2011 with 1.618, a Hong Kong-based branding agency. Previously, Smith had been Creative Director at Carré Noir, Robilant & Associati and, eventually, at FutureBrand Gio Rossi Associati, while Rovatti was Senior Art Director at Sudler & Hennessey and later Creative Director at FutureBrand Giò Rossi Associati. Lumen was founded in 2003 by the Canadian-born Drew Charles Smith, a consumer branding and packaging specialist, and the Italian Pietro Rovatti, a corporate identity and branding specialist.

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