Brand Development and Launch for Lucid Motors | Tolleson
Building an Automotive Brand for a Post-Luxury World
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Challenging convention is the first step towards creating something extraordinary.
To build a vehicle experience that redefined the industry, Lucid’s team rethought the battery. To build a brand that upends the luxury market, we needed to start by redefining luxury.
With more holistic elements of well-being in mind—physical and emotional comfort, seamless digital integration, positive environmental impact—we created a new category, "post-luxury." It highlights the connection between Lucid’s engineering breakthroughs and a better user experience: unprecedented battery performance for unmatched cabin space, more comprehensive connectivity for more intuitive interfaces.
This bold positioning of Lucid's promise goes beyond mere extravagance to the expansion of what people value most: their time, space, and energy.
Fusing visionary design sensibilities (“heart”) with deep technical precision (“mind”), we built a comprehensive brand strategy and design system that serves as the foundation for every experience on every interface: in Lucid’s cars, their Studios, and out in the world.
And a chance to create their own destiny in an entirely new category.
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Project Information
Project
Brand Development and Launch
Services
Positioning
Naming
Verbal Identity
Visual Identity
Editorial
Web & Digital
Environments
Photo & Video
Packaging
Go-to-Market
Positioning
Naming
Verbal Identity
Visual Identity
Editorial
Web & Digital
Environments
Photo & Video
Packaging
Go-to-Market
Deliverables
Company Narrative
Company Purpose
Brand Principles
Messaging Framework
Naming System
Company Name
Company Descriptor
Logo
Visual Language
Custom Typography
Illustration
Brand Toolkit
Brand Guidelines
Content Strategy Copywriting
Script Writing
UI/UX
Retail Experience
Event Experience
Art Direction
Production & Editing
Packaging Design
Campaign
Launch Planning
Collateral
Templates
Presentations
Digital Content
Company Narrative
Company Purpose
Brand Principles
Messaging Framework
Naming System
Company Name
Company Descriptor
Logo
Visual Language
Custom Typography
Illustration
Brand Toolkit
Brand Guidelines
Content Strategy Copywriting
Script Writing
UI/UX
Retail Experience
Event Experience
Art Direction
Production & Editing
Packaging Design
Campaign
Launch Planning
Collateral
Templates
Presentations
Digital Content
Industry
Mobility
Technology
Partners
Lucid Brand
Lucid Product Design
Lucid Retail
Code and Theory
Grilli Type
Lucid Brand
Lucid Product Design
Lucid Retail
Code and Theory
Grilli Type
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From the
Ground Up
Ever Changing Landscapes
The Journey Begins
Inspired by California’s many landscapes and legacies, and without a history to hold them back, Lucid set out to build a car and brand that set a different course.
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Single Image
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“We are not just launching a car, but a brand.”
Derek Jenkins, Senior Vice President of Design and Brand, Lucid Motors
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A New Kind
of Luxury
Introduction
Video
With Lucid’s design team, we created a comprehensive system that embodies the brand’s aspirations of beauty and precision.
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The Lucid identity is based on the unique elongated shape of the car itself.
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Four Elements
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“The opportunity to start something from the beginning is the best opportunity of all. It’s a chance to do things right.”
Steve Tolleson, Founder, Tolleson
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Launch Pad
How we
think
10—18
2024
On Lucid’s design DNA
With Jamie
To give an inside look at the design of the Lucid identity, we had a chat with our creative director, Jamie Calderon, on our team’s process through discovery, refinement and manufacturing.
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Type to Inspire
and Inform
Creating a Typographic Experience
Variable Type Ecosystem
This dynamic system seamlessly blends a technical sans with an emotive serif, enabling Lucid to fine-tune their typographic voice.
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Four Elements
High performance on all surfaces
As Lucid pushed their vehicles on test tracks, we worked closely with Grilli Type to create a custom type system that connected all experiences while meeting each moment’s expressive and functional needs.
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Four Elements
Clarity in motion
Prioritizing legibility, our collaboration resulted in a custom type system tailored to the dynamic user experience within a moving car. As Lucid refined their vehicles, this system ensured clear communication of information to passengers and drivers alike, even during moments of high speed or varied lighting conditions.
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“The beauty of typography comes through when you combine form and function in a way that pushes boundaries to create a perfect balance and something unexpected.”
Jamie Calderon, Creative Director, Tolleson
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With guidelines containing a clarity of purpose and executions across touchpoints, we created a source of inspiration for Lucid’s design teams to draw from.
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Four Elements
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A Site to
Behold
The design system supports the Lucid website as a first touchpoint that feels more like an elevated retail experience to introduce the company and its cars.
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Four Elements
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The brand system extends to service centers and mobile service offerings, delivering a consistent consumer experience.
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Four Elements
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Related
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