As experts in creating patient-facing materials for the pharmaceutical and healthcare sectors, Luto had the credibility — but not the clarity. The existing brand lacked cohesion, confidence, and a visual identity fit for the global healthcare leaders it partnered with. The goal was to evolve the brand without erasing its equity: modernising its look and feel, strengthening its messaging, and creating a toolkit that would carry the business into its next phase of growth.

The rebrand began with a full strategic reset, establishing a single-minded vision, purpose, and tone for the brand. Messaging hierarchies were developed for Luto’s three core audiences — internal teams, corporate stakeholders, and clients — ensuring relevance and clarity at every level. The internal brand challenged staff to "don’t go with the flow," while the client-facing narrative focused on Luto’s global expertise, rigorous testing, and unique ‘Audience Design’ methodology.

At the centre of the identity sits a custom “L” marque: a confident monogram inspired by the form of a folded leaflet. This simple visual cue references Luto’s core output while acting as a modern, flexible symbol of clarity and communication. It was designed to stand alone or support the full wordmark, creating brand recall across every touchpoint, from social icons to printed collateral.