Lucid

Art Direction | Brand Design

Lucid is a skate & leisure brand based in California. What started as a single logo concept unfolded into a passion project that I couldn't put down. 

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The design process started with market research to determine the demographic and the brand's competitors. Once I narrowed in on the target audience, I decided I needed to design multiple logos for different purposes. We have the spunkier logos with a gritty textural quality and then cleaner cut versions for apparel and signage.

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Once the logos were solidified, I jumped into the colors. Though this is a new brand, I wanted it to have a heritage skate feel. I looked at imagery from the early days of Vans and skate photography from the 80's which helped guide the brand in this direction.

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This continued to fuel the visual quality I had in mind for the images. I've always been drawn to the look of newsprint toned photography because it feels warm and inviting. With the amount of filters and cross processing on social media now, I felt it was crucial to keep the imagery different from the mainstream. Like it was ripped out of a black and white catalog. 

The stickers followed at the end of the design process and came organically once I had completely immersed myself in this genre of design. 

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Scroll down to the bottom for a quick process video.