New Zealand-based Digital Out-of-Home (DOOH) media operator, LUMO, has undergone a significant brand refresh and repositioning. The brand platform, 'Powering Potential', was developed by Special and LUMO’s in-house design team.

The rebranding is all about reshaping market expectations of the digital out-of-home media channel, a sector that continues to see steady growth, backed by increasing advertiser appetite for channels that help grow their brands through broad and refined reach. The company's digital revenue share is predicted to reach 80% for the channel this year.

LUMO was co-founded by Phil Clemas and Kent Harrison. The leadership team also includes Robin Arnold (CTO), Stacey Gattsche (GM of Sales), and Jack Plowright (GM of Platform & Partner Strategy).

"Transformation in our channel won’t be achieved through digitisation alone. With digital revenue share predicted to reach 80% for the channel this year, it’s a focus on how operators transform operationally and how we adapt to expectations of our commercial, agency and brand partners through format & creative innovation, measurement and a commitment to live, transparent and sustainable practices," Clemas said.

The company said it's focusing on format and creative innovation, measurement, and a commitment to live, transparent, and sustainable practices.

According to Lumos, the local OOH sector continues to see steady growth, with programmatic enablement driving new investment into the channel.

"If we want the right to convince advertisers to further invest in our channel, we need to work with our industry to demonstrate our reach story and offer solutions that brands have come to expect from existing and emerging digital platforms," Clemas continued. "If we can prove we have the means to do that, coupled with the potential for our channel to build reach efficiently, integrate brands and content into the everyday, and draw attention at times audiences are most receptive, then I expect positive things for our sector."

LUMO, which was founded in 2016, has several new initiatives in the pipe including audience and data agreements, reporting solutions, renewable energy and carbon emissions assurance, programmatic integrations, and creative options for brands.