ASOFRIGHT NOW


Defining, growing, & maintaining brands.
Based in Los Angeles.

Selected Work

Market Studios
East Pacific Trade
Huf
RSQ Skate
Alpinestars
Us Versus Them / Stussy
Over The Influence
Lumineaux Health
Dark Seas / Loser Machine
Fifteen52
Various

About

Contact

LUMINEUX HEALTH

2017 / 2024  -  Creative Direction / Brand Identity / Retail Launch / Marketing Strategy

**Currently executing holistic brand refresh for 2025


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Originally launched as Oral Essentials, the pioneering developer of all-natural whitening and dental care products approached a rebrand that would better align with the company’s core mission.  As of Right Now worked with the team to relaunch the brand under the name Lumineux Health.  After becoming personally inspired by the product and the people behind the brand, the concept of "Natural Confidence" was created as the core mantra for Lumineux, we developed the new brand identity, including voice, website, marketing templates, photography, and b2b assets.  

We used an educational approach to the clinical foundation of the product with a warm personality that mirrored the founding team’s passion to give people a better option to care for their teeth.  The resulting message and voice resonated deeply with a consumer that was growing weary of both corporate brands that had questionable ingredients and “natural” brands with no clinical basis to back up their claims.

Since then, Lumineux has maintained this approach and has become one of the top dental care brands in the nation, generating over $100 million in sales, ranking #1 on Amazon, as well as being heavily distributed in national chains such as Target, CVS, and Walmart.



“Graham was instrumental in the rebrand of our company. He added focus and cohesiveness to our overall brand image, and designed our whole entire website! I really loved working with him and so did our whole team. I feel like his best talents are in the area of creative strategy and design, and brand identity! It’s very hard to find someone as talented as him and I would recommend him to anyone! Really a dependable and fantastic person to work with.”

Justin Maddahi - VP Marketing, Lumineux Health

Team:

Marketing Strategy: Caroline Dupuy Duggan
Creative Direction: Graham Nystrom
Photography: Magdalena Wosinska & Graham Nystrom
UX/UI: Graham Nystrom
Art Direction / Graphic Design: Graham Nystrom