A complete reference.
Colour, type, logo, voice, and how we work. Published openly — because transparency isn’t just something we say. It’s how we operate.
Where the name comes from.
Lula was my grandmother. She wasn’t famous. She didn’t run a company or leave behind anything you could Google. What she left behind was a family — raised through real adversity, with quiet strength and without complaint. A trooper in the truest sense.
Naming this studio after her wasn’t a branding exercise. It was a decision made with genuine respect — for the life she lived, and for the standard she set. Lula Creative exists to do work that earns its place. Honest, considered, and built to last.
“Named after someone who never cut corners.”
Steve Duncan, founder
The person behind the studio.
Senior Graphic Designer and Art Director based in Edmonton, AB, with about two and a half decades of experience. Broadcast. Brand. Motion. Print. Digital. Trade shows.
The highlight: conceiving and building FNTSY Sports Network from the ground up at Anthem Sports & Entertainment — full network branding, on-air interface, show packages. No template. You figure it out.
More recently, sole designer at Arctic Spas, managing all creative output. Lula Creative is what happens when someone with that range builds something of their own — and is completely open about it.
Craft over trend. Transparency always.
Good design isn’t decoration — it’s a decision. Every colour, typeface, and piece of space is telling someone something. Our job is to make sure it’s the right story.
Mark, badge, and colour applications.
The Lula wordmark is a custom script — warm, rounded, and confident without being loud. The badge is used for social avatars, favicons, and small-format applications.
Primary mark — Slate on Coffee
Badge — Social / Favicon
Reverse — Coffee on Slate
Warm — Coffee on Stone
How to apply it. What to avoid.
Primary
Slate on Coffee
Default. Cards, letterhead.
Reverse
Coffee on Slate
Dark sections, inverted.
Warm
Coffee on Stone
Editorial, social.
White
White on any bg
When bg needs white mark.
Clear space: maintain a margin equal to the height of the lowercase ‘l’ around the logo at all times.
The mark should never be distorted, recoloured, rotated, or decorated.
Don’t stretch or compress
Don’t use non-brand colours
Don’t rotate the mark
Don’t add shadows or effects
The Lula palette.
Four colours. Each chosen with intention. Muted, warm, and considered — qualities that reflect how we approach every project.
Coffee
Primary dark / text anchor
HEX #160C07RGB R22 G12 B7CMYK C0 M45 Y68 K91
Olive
Brand accent / secondary
HEX #636940RGB R99 G105 B64CMYK C6 M0 Y39 K59
Slate
Primary brand / logo colour
HEX #96ACB7RGB R150 G172 B183CMYK C18 M6 Y0 K28
Stone
Warm neutral / background
HEX #C9B49ARGB R201 G180 B154CMYK C0 M10 Y23 K21
On backgrounds
Coffee + Slate as primary backgrounds. Stone as warm secondary. Olive sparingly as accent only.
On type
Coffee on light. White on Coffee/Olive. Stone on dark. Slate for labels and accents.
Three typefaces. One system.
Clean, modern, and warm. Each font has a defined role. All three are free via Google Fonts.
01
Heading
Playfair Display
ABCDEFGHIJ abcdefghij 0123456789
Bold (700) for H1 + H2. Regular italic for pull quotes. Minimum 16pt — watch thin strokes at small sizes.
02
Body
Mulish
ABCDEFGHIJ abcdefghij 0123456789
Regular (400). 10–12pt, 1.6–1.7 leading. Warm and readable at all sizes in print and on screen.
03
Utility
DM Sans
ABCDEFGHIJ abcdefghij 0123456789
Regular or Medium (400/500). Navigation, labels, captions, fine print. Stays legible at very small sizes.
Brand Identity Studio
Design that earns its place.
We work with businesses that know their brand should be doing more. Every project starts with listening.
A process built on listening.
We take on a small number of projects at a time — intentionally. Every client gets real attention, not a process on autopilot.
01
Discovery
A real conversation. No questionnaire. We listen to what you’re trying to accomplish and why it matters.
02
Direction
A creative direction before any design. Mood, colour thinking, rationale. Alignment before execution.
03
Design
Concepts with context — not just what it looks like, but why it works. Feedback is built in.
04
Refinement
Revisions until the mark is right. Not counting rounds. Building something we’re both proud of.
05
Delivery
Files organized in every format — print-ready, screen-optimized, with a brand guide for consistency.
Availability: We take on a limited number of projects each quarter. Reach out early to discuss timing.
Transparency: Every decision has a reason. We can explain all of them. Nothing happens without your input and sign-off.
How Lula communicates.
Voice shapes every touchpoint — emails, proposals, this document. Consistent voice is consistent brand. It’s also part of the transparency philosophy.
Direct
Short sentences. Active voice. No filler. If a word isn’t doing work, it doesn’t belong.
“We work with businesses that know their brand should be doing more.”
Honest
We acknowledge what we don’t know. We explain our thinking. We don’t dress up uncertainty.
“This is where we align, so there are no surprises later.”
Warm, not soft
We care about the people we work with. That comes through. But we don’t perform enthusiasm.
“Every project starts with listening.”
Confident, not arrogant
We know our craft. We say so plainly, without comparing ourselves to anyone else.
“We design for longevity, not the moment.”
What we do.
Every engagement starts with a conversation. Here’s what we can build together.
Brand Identity
Logo design and full identity systems — built from scratch, built to last.
Brand Standards & Guidelines
A complete reference document so your brand stays consistent whoever’s using it.
Brand Audit & Refresh
Already have a brand that’s not working as hard as it should? We’ll assess it honestly and fix what needs fixing.
Web Design
A website that actually looks like your brand — designed and delivered end to end.
Print Design
Brochures, collateral, trade show materials. Technically precise, visually considered.
Campaign Design
Concept to execution. Advertising, seasonal campaigns, and anything with a strong idea behind it. Built to work across every format it touches.
Lula Always On
A managed social media service. Real creative direction, a system built properly, and a choice about how much you hand off. Built for businesses that want to show up consistently without doing it themselves.
Services are offered individually or as combined engagements. All projects begin with a discovery conversation.
Availability is limited. Reach out early to discuss timing and scope.
This is a living document.
The Lula Creative brand will grow and evolve as the studio does. The portfolio will build.
The voice will sharpen with use. This guide will be updated openly, as it happens.
lulacreative.ca
hello@lulacreative.ca
Edmonton, AB