– Energy challenger founded by two former senior Dyson engineers makes its public debut
– Creative studio Underexposed has developed a bold new brand identity and digital experience
Wednesday 2nd July 2025 – Luthmore, a next-generation home energy brand founded by two former senior Dyson engineers, has made its public debut with a bold new identity and digital experience created by creative studio Underexposed.
Luthmore’s first product is a compact electric boiler – the only product of its kind on the market capable of heating both your home and hot water. It’s the same size as a traditional combi, with plug-and-play installation, zero emissions, and powerful battery technology. A smart app gives homeowners full control over their usage, including the ability to set tariff rates and maximise off-peak savings.
Underexposed has partnered with Luthmore to develop a complete brand strategy, identity and digital platform to support the launch. The brief was to position Luthmore as a forward-looking solution for a post-gas world – bold, optimistic, and built to inspire trust. The work supports Luthmore’s long-term goal of becoming a recognised leader in home energy.
The new brand seeks to engage with environmentally-conscious homeowners, early adopters of energy tech, and UK homeowners aged 30–55, as well as B2B buyers in the new-build housing sector.
The brand idea “Uncompromising Energy” runs through every part of the work. The identity is clean and confident, designed to evoke movement, energy, and progress, without tying the brand to a single product or sector. A system of ambient gradients, inspired by the passing of time – Dawn, Dusk, and Night – subtly reflects how Luthmore works quietly in the background. These tones flex between energetic and calming, depending on the context and message. At the heart of the visual system are the Ions, our hero brand asset, brimming with energy. They embody a world where Luthmore makes life more positive, vibrant, and dynamic.
The brand photography captures the emotional benefit of the product – warmth, comfort and peace of mind. Bright, soft natural light is used in morning and daytime scenes to suggest the quiet confidence of starting the day in a perfectly heated home, while richer, more intimate lighting in living spaces brings a sense of calm and security in the evening, with the boiler positioned as a silent, reliable presence.
The digital platform is structured yet fluid, combining engineering precision with human warmth.
The identity is rolling out across brand communications including social media, as well as wider marketing assets such as campaign materials and pitch decks.
The brand strategy and guidelines were developed in parallel with product development, allowing for tight integration of messaging, design and innovation.
Andy Broadwood, Creative Director, Underexposed, said: “This was about more than just a logo – it was about building a brand from the ground up. We helped Luthmore define a clear and confident brand system that works across every touchpoint, from the overarching strategy and tone of voice to the visual identity, digital experience and beyond. Every element was designed to reflect the ease, energy and momentum that Luthmore brings to life after gas.”
Craig Wilkinson, CEO and Co-founder, Luthmore, added: “From strategy to the creation of our brand, the team at Underexposed have delivered a professional and distinctive style that sets Luthmore apart in the market. Understanding who we are and translating that into a coherent identity was an enlightening and enjoyable experience. Their creativity shines through every touchpoint, blending functionality with a strong, compelling brand identity, executed across the website, art direction, printed materials, and beyond. Giving us the clarity, focus, and visual impact to communicate Luthmore’s story with confidence and consistency, they’ve been an invaluable partner in our journey.”
