AK
Alexandra Kovacs
Founder & Creative Director
14 years building brands at studios in New York, London, and Amsterdam before founding Luminary in 2018.
Our Story
Built on craft.
Built on craft.
Driven by results.
We're a focused team of strategists, designers, and builders who believe that the best digital work is ruthlessly intentional.
Why We Exist
We got tired of mediocre digital work.
IT Incode was founded with a clear conviction: most agencies optimise for volume, not quality. They pitch beautifully and execute predictably. The result is a sea of forgettable websites, confused brand identities, and marketing that blends in rather than stands out.
We built this agency around the opposite principle. We take fewer clients. We go deeper. We stay accountable to outcomes, not just deliverables. And we treat every engagement as a long-term creative partnership — not a transaction.
See Our WorkL
Since 2018
What We Stand For
Our values
Four principles that shape every decision we make — from who we hire to how we build.
◎
Clarity Before Creativity
Every creative decision must be grounded in strategic clarity. We don't design for awards — we design for outcomes. Beautiful work that doesn't perform isn't beautiful enough.
✦
Depth Over Volume
We deliberately limit our client roster so we can go deeper with each partner. Breadth is comfortable. Depth is where real results live.
⊞
Radical Transparency
No jargon. No inflated reports. We tell our clients what's working, what isn't, and why — with the data to prove it. Trust is built through honesty, not polish.
◈
Long-Term Thinking
We optimise for compounding results, not quick wins. The strategies and systems we build are designed to create sustainable advantages — not flash-in-the-pan spikes.
The Team
The people behind the work
A small, senior team — no account managers in the middle, no junior teams doing the work.
JM
James Merritt
Head of Strategy
Former growth lead at two successful SaaS companies. Obsessed with the gap between brand perception and business outcomes.
SP
Sara Patel
Lead Engineer
Full-stack developer with a designer's eye. Builds everything from scratch — no bloated frameworks, no performance compromises.
OB
Oliver Barnes
Content Strategist
Former editor turned content strategist. Believes every brand has a genuinely interesting story — the job is finding it and telling it clearly.
LN
Lena Nakamura
Brand Designer
Typography obsessive. Creates visual identities that feel inevitable — as if they could never have been anything else.
FH
Felix Hassan
Performance Specialist
Manages paid media and analytics. Allergic to vanity metrics — every campaign is tied to a real business number.
120+
Projects Completed
95%
Client Retention Rate
8
Years in Business
34
Countries Served
Work With Us
Ready to build something together?
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