Branding agency Principals has created a bold new branding approach for engineering consultancy Lucid.
Founded in 2000, Lucid is a proudly Australian, employee-owned consultancy with offices across the country specialising in engineering and advisory services, including asset management, building services and infrastructure.
“At Lucid, we’re all about turning complexity into clarity, and big challenges into smart, hard-working solutions. We called on Principals to apply this same thinking to our brand,” said Lucid CEO Jarrad Clift.
The project began with an extensive discovery phase. Principals spoke with key stakeholders, including Lucid staff and clients, conducting a senior stakeholder strategy workshop. A full brand immersion followed, with a review of existing materials such as Lucid’s growth strategy, market opportunity and the competitor landscape.
The outcome was a brand strategy recommendation that defined the new positioning opportunity, narrative, and core brand idea. “See clearly. Act boldly.”—a powerful idea that captures Lucid’s unique blend of insight, confidence and technical excellence.
Building from this strategic foundation, Principals created a refreshed visual identity system and brought the new brand to life through an updated website, marketing and capability documents.
“Lucid’s refreshed brand highlights the growing skills and capabilities of the firm and its ability to compete as a true tier-one player,” explained Principals strategy director Wayde Bull.
“The new brand showcases both our expansive thinking and astute problem-solving ability, proving that better thinking gets us to a better world. With Principals’ help, we now have a brand that speaks clearly to what we stand for and will serve us well into the future,” concluded Clift.
