AI HealthcareLumie - From Startup to a Recognised Brand
OVERVIEW
Lumie is an AI receptionist for dental clinics that answers patient calls, manages bookings, and supports front-desk teams. When clinics are busy and calls are missed or unclear, Lumie keeps communication calm and human giving patients a better first impression from the first call.
I developed the end-to-end brand and motion direction for Lumie, from the brand idea and visual language to motion principles, social assets, deck visuals, and the brand film used for Lumie’s first industry expo.
Role
Scope
Sole Owner, Strategy to Launch
May 2025 - Present
Product Storytelling, Brand Strategy, Visual System, Motion Direction, Digital Launch Assets
Brand and Motion Designer
Timeline
Team
PROBLEM
Imagine it’s Monday 2pm and you run a busy dental clinic
Front Desk
“My receptionist is trying to manage everything at once, calls, bookings, walk-ins, and patient questions.”
Waiting Room
“My patients are already nervous before they even sit in the chair, so the experience needs to feel calm from the start.”
On The Phone
“When we miss a call, we may also miss a booking.”
DESIGN CHALLENGE
How do we make an AI receptionist feel capable enough for the clinic, but calm and human enough for the patient?
Business
Turn missed calls into booking opportunities
AI Technology
Make automation feel capable and human
Patients
Make every interaction feel clear and reassuring
STRATEGY & DECISIONS
Your AI Front-Desk Partner
Expertise
Sharp logo tips and precise, controlled motion add clarity and reinforce a professional feel
Assurance
Circular forms and clear motion flow soften the system, guiding attention with calm and reliability
Human Touch
A subtle peach tone, paired with soft pacing and gentle transitions, adds warmth and avoids robotic movement
AI-ASSISTED WORKFLOW
Turning brand strategy into a scalable content workflow with AI
Design
I used ChatGPT x Canva to explore layout options and Claude x Figma to build brand guidelines and content structures faster, then refined the final direction through brand judgement and visual consistency
The tool helped generate first-draft social captions and content ideas aligned with Lumie’s positioning, which I then refined to keep the copy credible and relevant to dental clinic owners
Marketing
To help Lumie scale its social content consistently, I built a custom GPT configured with the brand strategy, tone of voice, messaging pillars, audience context, and content direction I had developed earlier in the project
RESULT & TAKEAWAY
Lumie’s brand system was used to introduce the product at Australia’s largest industry expo, helping the team communicate the idea clearly and generate 30+ qualified leads
Creating Warmth in a Clinical Category
Lumie needed to feel credible for dental clinics and approachable for reception teams. The blue and green base palette creates a sense of trust and clarity, while the soft peach accent adds warmth to the overall system
Making Abstract Shapes Feel Familiar
The service was difficult
to show literally, so abstract shapes were brought to life through familiar motion behaviours such as flowing, guiding, connecting, and responding
Keeping the Motion Warm and Professional
Lumie needed a human rhythm that still felt suitable for a clinic. Subtle rotations, soft transitions, and restrained pacing made the movement feel approachable without becoming too playful
