Oryxos — Business Management, Unified

The Challenge

Oryxos was launching into a crowded neobank market with a forgettable name and no product. They needed a brand and an app that could earn trust in a category defined by skepticism — and ship before their funding runway ran out.

Our Approach

We ran a two-week positioning sprint to find Lumen's edge: transparency as a product feature, not a marketing claim. The identity system — a warm, calm palette and a logo that opens like a light — was designed in parallel with the iOS app, so brand and product shipped as one. A tokenized design system let the in-house team extend the work after launch.

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The Outcome

Lumen launched on schedule with a 4.8-star App Store rating in the first month. Activation lifted 38% over the previous beta, and the brand earned a Brand New 'Noted' feature. Most importantly, the design system let Lumen's team ship two major feature releases without us.