Lumen
A modular identity system for a lighting studio, built around a single adjustable mark.
Mahdi Saeedi / Portfolio
WELCOME!
Graphic designer crafting identity systems, editorial layouts, and visual stories that hold up at any size.
Brand IdentityEditorial DesignPackagingArt DirectionTypographyMotion
Brand IdentityEditorial DesignPackagingArt DirectionTypographyMotion
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Writing
Recent posts
Jun 2026
Editorial
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Apr 2026
Branding
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Feb 2026
Packaging
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Notes on building a grid that bends without breaking
A flexible column system holds up across a hundred-page journal and a single poster — the trick is deciding what's allowed to flex.
What duotone branding teaches about contrast
Limiting a palette to two colors forces every other decision — weight, scale, spacing — to do more work.
Packaging for a product line that doesn't exist yet
Designing a system meant to scale to SKUs nobody's designed yet — and the structural decisions that make that possible later.
About
Four years of making ideas legible
I'm a graphic designer who likes problems with a clear shape — a brand that needs one strong mark, a layout that needs to hold a lot of information without feeling crowded. More about my process and tools on the about page.