Lumbrela is an accounting and advisory firm operating continuously since 2011. Its long-standing presence in the market has allowed the team to build strong client relationships and position themselves as a trusted business partner. However, to remain relevant and competitive in today’s dynamic business environment, the company recognized the need for brand modernization. With significant shifts in how entrepreneurs choose their partners—both visually and communicatively—it became clear that a comprehensive rebranding was necessary.

Strategic Approach & Market Analysis

The rebranding initiative stemmed from a clearly defined need: the brand’s visual communication lacked consistency, and its digital and social media presence was minimal. In addition, Lumbrela faced challenges common in the accounting industry: attracting younger generations of clients and motivating emerging talent to join and stay. The goal was to create a brand rooted in expertise and stability, yet modern, adaptable, and approachable.
A key strategic layer came from the fact that Lumbrela is the sister company of IAUDIT—a brand whose rebranding we had already successfully completed. While we aimed for a level of alignment with IAUDIT in terms of values, it was essential for Lumbrela to develop its own identity—visually bolder, tonally more relaxed, and communicatively more vibrant. In short, a brand that retains professionalism but isn’t afraid to be direct, smart, and a little playful.

Verbal Identity

The name Lumbrela, derived from a local dialect word for "umbrella", was kept as a distinctive and metaphorically rich foundation for the brand. The signature “accounting & advisory” clearly defines the business focus, while the main slogan “We got you covered” draws a direct link to the umbrella metaphor and the brand’s promise—reliable, forward-thinking solutions that provide protection and clarity. The slogan was developed to be modular, allowing it to adapt to different services and communication contexts—for example, “Numbers? We got you covered,” “Reports? We got you covered,” or “Solutions? We got you covered.” This flexible structure ensures the brand voice remains consistent while addressing specific needs. Additional messaging further supports the brand’s positioning, such as “Count on us” for accounting and bookkeeping services, and “Financial protection in all circumstances” for the advisory segment.

Visual Identity

The name Lumbrela served as the starting point for the visual identity, with the umbrella as the central symbol representing protection and coverage. The logomark is built as a circular pattern made of “L” letterforms arranged in rotation—simultaneously evoking an umbrella, a boomerang (a metaphor for return on investment), and an eye, symbolizing oversight, precision, and control. These elements reinforce Lumbrela’s core promise as an attentive and reliable partner. A sans serif typeface brings a clean and contemporary tone to the identity, while clarity and structure—core principles of the company’s work—are reflected in the overall design language. The letter “e” subtly features a stylized umbrella, a discreet but versatile visual detail. The color palette is inspired by the climate of Rijeka—two shades of blue referencing rain and professionalism, contrasted with a vibrant pink to introduce modern energy. These colors merge in a foggy gradient, adding depth and visual rhythm. The resulting visual identity is precise, modern, and confidently articulated—aligned with a brand that stands behind its numbers and solutions.

Website

The new Lumbrela website reflects the brand’s visual system while amplifying its modern tone. Visually cohesive, structurally clear, and easy to navigate, the website serves as an intuitive communication tool for both existing and potential clients. In addition to showcasing services, team, and approach, special attention was given to a dedicated Careers section—highlighting open positions in a transparent and accessible way, signaling the brand’s commitment to attracting a new generation of professionals.

Results

Lumbrela’s rebranding has been successfully implemented and well received—both internally and externally. The new identity is consistently applied across all communication channels, with a noticeable increase in visual recognition. As a mark of quality and design excellence, the project was selected as a finalist at Zagreb Design Week, earning professional validation on a national level. Today, Lumbrela presents itself as a brand that communicates with clarity, appears confident—and delivers when it counts.