LUCID

A rebrand for the groundbreaking
New Orleans technology startup.

BRAND IDENTITY

Operating under the name Federated Sample since 2010, the parent company decided to rebrand as Lucid and employed New Science for a fresh look.

The name Lucid reinforces the company’s commitment to creating clarity through the power of massive data.  Its technology platform is transforming how data is collected and analyzed by the market research industry.

Therefore, our inspiration for the Lucid logo and its business units, Federated Sample, Fulcrum, and Proof,  were ancient symbols of Alchemy. Take a look.

THE ALCHEMIST

The Alchemist is a secondary mark – an icon – which symbolizes Lucid’s ability to make the unknown known. They are the creators.  The makers. The innovators.  The disruptors.

She is a reminder that your potential is limited only by the furthest reaches of your dreams. With the wisdom of the world at your fingertips, how will you define the next reality?

Below is our original concept art for The Alchemist.

We commissioned DC and Marvel comic book artist, Pop Mhan, to reimagine our first vision for her. The result: 100 limited edition silk-screened art prints were produced and distributed to all company employees.

COMPANY WEBSITE

AUDIO BRANDING, MOTION GRAPHICS, AND VIDEO

COMPANY MATERIALS

Style Guide. Executive Letterpress Business Card. Glass Design (front of office, conference room). Print/Trade Show Advertising.