Luma
Planning for a brighter future
The Surface Studio
Crafting a premium identity for a leader in architectural surfaces
The Surface Studio is the UK and Ireland’s leading supplier of premium natural wood fluted panels, reeded surfaces and textured veneers. Originating from a successful joinery family business, the brand expanded rapidly as demand for their craftsmanship increased across high-end residential, architectural and luxury retail environments. As they grew, their homemade identity no longer reflected the quality and ambition of their product, and they needed a brand that could stand confidently within the sector they were defining.
Our role was to modernise their visual identity, sharpen their positioning and create a design system that reflected the precision and honesty of their craft. We set out to build a brand with clarity, restraint and intent, rooted in quiet confidence and designed to let their materials, textures and craftsmanship take centre stage.
Services
Sectors
Championing craft. Channelling innovation.
This idea became the foundation for the brand. It guided every design decision, from the modernist, utilitarian identity to the monochromatic palette, structured typography and controlled sense of order. The visual language is architectural, refined and deliberately calm, mirroring the way their panels elevate an interior with subtlety and intelligence. The result feels timeless and editorial, balanced with the precision expected of a company supplying some of the most respected interior designers, architects and luxury builders in the UK.
Digital experience
The website became the core expression of the brand. Built on a custom WordPress Elementor theme, the digital experience is sleek, fluid and intentionally minimal, ensuring the products remain the focal point. We designed and developed an advanced sample-request system that allows users to explore product collections, curate their own sample box and complete the process through a seamless, intuitive interface. It has become one of the brand’s strongest conversion tools and a key differentiator within their market. The site is supported by a scalable component system, optimised performance, smooth micro-interactions and a responsive layout that maintains the premium feel across desktop, tablet and mobile.
Print, editorial and graphic design
To support the wider brand, we created a comprehensive suite of physical materials that elevate the customer journey. This included custom-made sample boxes and presentation folders with high-end print finishes, as well as A5 product cards and boards showcasing each design, veneer and texture with modernist consistency. We also produced a range of marketing materials such as brochures, product guides and studio display assets. Every touchpoint reinforces their commitment to craft and innovation, connecting the physical and digital experience into one cohesive, premium identity.
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Our work
