Lucid Motors | Tolleson
Lucid Motors
Together Towards the Dream Ahead
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To rethink everything, start from scratch.
We met Peter Rawlinson and Derek Jenkins back when their company—then called Atieva—was designing state-of-the-art batteries for electric vehicles of every kind. They always had a bigger plan: build their own EVs from the ground up and supercede the legacy luxury market.
To make this happen, they sought a creative partner who shared their passion for design craftsmanship and valued a deeply collaborative approach.
Together, we’ve built brand systems and experiences—from positioning and identities to their showroom concepts—to help them realize their vision. Starting before the launch of Lucid Motors, to their IPO, and all the way to winning MotorTrend Car of the Year.
As their agency of record, we remain deeply embedded with Lucid’s brand team, shaping strategic brand initiatives and paving a new path forward.
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Projects
What we’ve done
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Featured Work
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Featured Work
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Perspectives
How we think
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It should feel
like the car
10—18
2024
On Lucid’s design DNA
With Jamie
“A car’s design is more than just aesthetics—it’s a cornerstone of the brand experience. Recognizable and iconic, it shapes perceptions and embodies the essence of the brand. The logo is a deliberate nod to the car itself: elongated, modern, sleek, and timeless.”
To offer insight into the creation of the Lucid identity, we sat down with our creative director, Jamie Calderon. From initial discovery to refinement and manufacturing, Jamie sheds light on our team’s meticulous process behind crafting Lucid’s distinctive design language.”
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And make it
look fast
04—15
2024
On branding the Sapphire
For Lucid Motors
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.
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Moved by Light
and Color
03—15
2024
On a Californian color palette
For Lucid Motors
For Lucid, embracing their Californian heritage isn’t just a design choice—it’s a reflection of their core identity and values. California isn’t merely a location—it’s a state of mind. Drawing inspiration from iconic landscapes and the distinctive lighting found throughout the state across the seasons, we crafted a palette that would shape both the brand and the interior themes of the vehicle.
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can you
draw a bear?
02—23
2024
On creating a meaningful symbol
For Lucid Motors
When tasked with embracing a state icon as a symbol of Lucid’s brand ethos, there’s much to consider. Through our meticulous design journey, we unravel the tale behind the state symbol to craft Lucid’s own heartfelt tribute to the Golden State.
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What the Letters
Can Tell You
11—01
2024
On the purpose of Lucid’s type
With Steve
When we tinker with type, we're not just thinking about style. In crafting Lucid’s typography, our goal was to mirror the precision of their vehicles and reinforce the feeling of their overall promise. Here’s more on that, and our general approach to typography.
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Feel like a fit?
Let us know what’s on your mind.
You can tell us about your goals or just say hello.