LUX is a French-Canadian business that has taken up residence at ‘Lot 14’. Using supreme high-altitude balloons, LUX takes images of points on the surface of earth. But the company has far, far reaching plans – including taking images of the surface of other celestial bodies. Our brand mark and visual language needed to convey this. So, we transformed one axis of the ‘X’ in the name into a solar aureole – and the other axis into altitude points through the atmosphere.