Previously known as the Symphony Guild, LUMA is a non-profit organization led by Grammy-award winning composer Mateo Messina. Each year, the group produces an annual benefit concert series and other events to raise funds for Seattle Children’s uncompensated care program. The organization selected CRP as the title sponsor for the 2015 annual benefit concert in exchange for strategic brand development to help better communicate their mission and grow as an organization. CRP met with key stakeholders to tap into the core essence of the brand, and began by addressing the name. LUMA was selected, representing knowledge, hope, promise and the belief that light conquers all darkness. CRP further strengthened the brand by developing a new logo, visual identity system, website and marketing collateral that reflect the organization’s transformative impact on the community and inspires others to support their cause.