Tolleson | How We Think

In developing Lucid’s visual identity, we needed to brand an entirely new vehicle for an entirely new company—with a new take on luxury. From concept to production, Jamie Calderon sheds light on our team’s meticulous process behind crafting Lucid’s distinctive design language.

With the launch of the Santé chair, Studio TK wanted to create a video that celebrated its designer, Patrick Norguet, and his ethos, vision, and process. The brief: introduce the product, highlight the craft, explain why it matters to the A&D community, and make it all feel real, human, and very very special—in no more than two minutes.

With 1,234 horsepower, the Lucid Air Sapphire rockets from 0-60 mph in just 1.89 seconds to reach a top speed of 205 mph—making it one of the fastest production cars available on the market. Crafting its identity presented an opportunity to expand the brand by bringing the nostalgia of the past, forward.

For us, finding the right color palette certainly involves selecting hues that catch the eye and distinguish a brand from its competitors. But it also presents an opportunity to see and feel the narrative at a very visceral level—in this case, through the lens of California’s light.