Lucid
Rebrand of global healthcare medcomms agency.
To create a modern brand strategy and identity that incorporated the growing list of sub-brands and partner groups.
It started with a couple of ads in the communique awards magazine, with subtle visual language cues.
Working with the CEO to establish what Lucid’s value proposition was, ‘you bring your dreams, ambition & talent, we supply the magic’.
The visual language started around neon signs, and informed the new logo and brand architecture around beams of light.
We’re on a mission
The neon lights were to play a pivotal part in the design of the logos. The colour palette and the connection to beams of magical light were inspirations.
Illumination
A number of 3D neon lights were designed for advertising, and then physical light installations were built from these designs.
Simple keylines, mostly designed on the ink black backgrounds, but had to work on white, with the red being accent only. The illustration style evolved over time to include some glows and gradients. From more complex marketing & advertising illustrations, to simpler pictograms and simpler icons, everything had to feel connected.