Client
Lucy Luck Associates
Lucy Luck
Lucy Luck Associates needed a clearer, more confident identity to support the next stage of growth. We refined the brand foundations and rebuilt the logo system with a typographic direction that feels literary, current and consistent across touchpoints.
This refresh sets a strong platform for the upcoming website build, ensuring the digital experience can be designed from a solid and considered brand core.
Original Identity
Refreshed Identity
Our Approach
We clarified the brand signals the identity needed to carry: authority, restraint and warmth. The aim was to elevate the presence without losing approachability, keeping it rooted in the literary world.
We translated that direction into a cleaner logo system and typographic framework built for longevity and digital legibility. The result is a brand that feels composed now, and ready to scale when the full site launches.
The Outcome
Lucy now has a refined, confident identity that feels considered and contemporary, while staying true to the literary space. The updated logo system is clearer, more consistent, and built to work across every touchpoint.
Most importantly, the brand foundations are now in place for the next phase. With the strategic direction and visual system defined, the upcoming website can be designed and built from a coherent, credible core rather than retrofitted later.