Sony had just purchased an inflight entertainment company from Sundstrand when they called us to develop its new image. "Make us stand out," was the order. Our research quickly showed that they were targeting the wrong market. Airlines were more concerned with how passengers responded to new technology than if their engineers liked it. This first in an award-winning series of ads pointed out that the most discriminating buyer of the equipment is not an avionics engineer, but the passengers aboard every aircraft. And the most important audio test equipment comes in pairs.

Often, the message that you think is the most important isn't what your customer is buying. As part of our process they tell us the secret thoughts that they'll never reveal to you. And that makes a huge difference. Luminor has crafted business branding campaigns and advertising for some of the world's largest brands, from Hewlett-Packard and Alcoa to Microsoft.