The brief
Lumen.ai had a 6-person team, a Series A in flight, and a category nobody understood. We were brought in to define the position, build the brand, ship the site and run the launch — in nine weeks, without breaking the engineering team.
How we worked
We ran a two-week positioning sprint with the founders and three customers, locking the category as ‘the operating layer for autonomous engineering’. From there, parallel tracks: identity (a halftone wordmark + sonic logo), site (Next.js + Sanity, system-driven), and launch (film, OOH in SF Mission, ABM via warm intro).
What landed
The site launched alongside a 90-second hero film and two-week OOH wrap in SF. Round closed at $14M two weeks later. The site has shipped 41 updates in the year since — none of which have required us.
“It is rare to find a studio that can think about category position, ship a brand, and operate a launch in the same room. Halftone did all three, and we trust them with the next one.”