We work at the intersection of strategy, creative, and experiences to help international brands enter the U.S., and to help national and local brands scale beyond their current market.
We believe a brand is what people experience, not what it claims.
We work in three disciplines so the thinking, the making, and the activation stay connected.
Based in Las Vegas.
Built for ambitious work, in the U.S. and beyond.
Sebastien Thevenin founded Lumen & Co. to bring a strategic and international perspective to brand work in the U.S. market. He works across the firm's three practices, leading client engagements from strategic positioning through creative production and live activation.
Originally from France and based in Las Vegas, Sebastien also serves as Honorary Consul of France to Las Vegas and Southern Nevada, representing French interests in the region across business, culture, and diplomacy. This role places him at the intersection of international commerce and the U.S. Southwest market, giving Lumen & Co. clients direct access to the relationships and institutional knowledge that international brand work requires.
He has spent over two decades working with international brands, hospitality groups, and cultural institutions on both sides of the Atlantic, leading U.S. market launches, brand positioning engagements, and major live productions including the French Pavilion at CES 2026.
Every engagement moves through four phases, regardless of practice.
DISCOVERY
We start with the question, not the deliverable. Every project begins with understanding the brand, the audience, and the moment we are working toward.
STRATEGY
We translate the discovery into a clear strategic position. What the brand stands for, who it speaks to, and how it shows up.
EXECUTION
We produce the work, on site, on stage, on camera, or on the page. The strategy becomes something people can see, attend, and remember.
RESULTS
We measure what matters. Visibility, engagement, market response. Then we refine for what comes next.
A brand is what people experience, not what it says. Strategy without execution is theater.
Execution without strategy is noise.
International perspective makes American brands sharper. American craft makes international brands stick.
The moment a brand becomes visible is the moment it matters most.
Ambitious work requires ambitious clients.
We are built for both.
We work with international brands entering the U.S., and with national and local brands ready to scale. Tell us about your moment.