Apple TV+ seriously put its back into it when introducing the world to Lumon’s dark arts in the popular thriller series ‘Severance’.
The Ben Stiller-directed hit left many fans on the edge of their seats trying to decipher what the global company was up to.
Fan theories dominated chat rooms and Reddit threads. Despite season 2 coming to an abrupt end, we’re no closer to discovering Lumon’s master plan.
We know the fictional company used clever branding to mask its insidious objectives. Little Black Book says the immersive brand world Lumon built for its employees is a stroke of genius.
From retro corporate designs to the Paul Rand references, it’s hard not to miss the marketing cues. The lauded graphic designer flipped the script on design-led branding campaigns. Today, Rand’s influence can be seen in award-winning projects.
This begs the question, what can companies learn from Lumon’s branding strategy? Much more than you think, and it’s not all good news.
Emotions Dream Catcher
Millennials, especially, know a world without the internet’s constant bombardment and information overload. Consumers crave the “good old days” when life was simple.
Lumon taps into these emotions, using nostalgia as a clever technique like bulky IBM computers, carpeted floors, and dated cars. It’s a crafty emotional trigger that says, “Trust us because we’ve been around for decades.”
Companies have been using our emotional connection to a product since the dawn of marketing. Whether it’s a smell, memory, or feeling, those senses foster familiarity and trust. But what happens when there are sinister motives behind a brand’s intentions?
What’s in a Name?
To Shakespeare, a name was merely just a name. In branding, it’s everything. Creative Bloq explains that Lumon’s logo is the “perfect pastiche of corporate design.”
Eagle-eyed viewers may have noticed Lumon’s logo transforming over the past two seasons. On the surface, the unassuming retro aesthetic plays it safe. Blue and white represent safety while the rounded edges don’t challenge the eye.
Taking its cue from the marketing playbook, a logo is more than a color palette. A unique and recognizable logo amplifies the benefits of a strong brand.
In Lumon’s case, the logo’s nondescript design is packed with symbolism. Created by graphic designer Tansy Michaud, many fans theorize that the wordmark’s droplet motif represents the implant placed inside severed employees.
A strong logo means a strong brand. It does the heavy lifting and turns customers into advocates, says Lingo. However, Lumon’s logo has the opposite effect.
Brutalist References
‘Severance’ incorporates sharp disparities into its set designs. The irony of the “Hang in There” poster in the break room juxtaposes the Brutalist references in the building’s architecture.
It makes one feel disconnected almost to the point of discomfort. Even the artwork is jarring. Variety explains that the Eagans use visual art to instill strict dedication to corporate culture and religion, bordering on cult-like adoration.
The stark contrast between these artistic depictions and Lumon’s austere environment enhances their impact as propaganda tools.
Thinking Outside the Glass Box
When Apple TV+ announced the second season of the series, it did so with a pop-up event at Grand Central Station.
A glass box was installed in the train station. Inside was a recreation of the Macrodata Refinement space on the severed floor. The show’s main stars, Adam Scott, Britt Lower, and Zach Cherry, toiled alongside extras.
Collider reports that busy commuters were lucky enough to witness the reenactment of one of TV’s smartest shows for three hours.
The marketing ploy immediately went viral on all social media platforms. An email campaign shared on Reddit appeared to be correspondence from Lumon scheduling a meeting for the show’s premiere date.
Although unconventional and quirky, the campaign created social media buzz second to none; proof that thinking outside the box sometimes pays off.
Human-Centered Design
Creative brand expert Ryan Frost tells Little Black Book he believes that while real-world branding attempts to be relatable and empowering, Lumon is more honest.
Dated design, rigid systems, and prioritizing compliance over creativity distinguish it from real-life brands of similar size and influence.
Today’s major companies blur the line between “in” and “out” with human-centered design, friendly communication, and office spaces that feel like homes. They’re the direct opposite of Lumon’s branding.
If there’s anything other brands can learn from ‘Severance,’ selling consumers a dream without showing the product and tying it with a visual identity can hit the sweet spot.
Nonetheless, a well-defined brand identity aimed at your desired target audience can go a long way in achieving brand recognition.
You don’t have to hire severed employees to gain loyal customers. A strong brand identity ensures your company’s success.
