The Lucia Group
A ground-breaking visual identity.
Specialists in shelving and architectural solutions, Lucia wanted to better reach their growing audience of high-end interior designers and architects, and effectively communicate their design services.
Objective Subject developed a ground-breaking visual identity and designed a comprehensive suite of applications to communicate through every touchpoint.
Through brand definition exercises, Objective Subject uncovered two key insights: Lucia’s business focused on support, while their product focused on spaces. By merging these ideas, the final identity design highlighted supportive elements, particularly the invisible space in between letters. Typography was carefully selected and colors were chosen to give proper vibrancy to the system.
After an extensive experimentation process, secondary elements, nicknamed the “Lucia Grids,” were born. Each grid is a unique perspective on an extruded and rotated Lucia logotype. To regulate use, we created a Brand Guidelines Manual introducing the elements as a family.
In extending the system, we understood the unique content needs for each medium. The website provides access to Lucia’s product lines and services, and gives potential customers unique insight into the firm’s approach. As such, we kept the online content simple for digestible consumption by visitors.
Highly visible and relevant to their business, Lucia’s vehicular branding is an arresting testament to the company’s innovative design solutions. Objective Subject oversaw production and installation of this complex application.
Binders and tear-sheet inserts became a critical business touchpoint for the new system. Elegant, informative, and differentiated from the competiton, these materials provide a clear way to communicate Lucia’s services.
Lucia’s business has grown substantially since the rebranding. New clients include Google, Allianz, Bank of New York, RBS, Pentagram, Ogilvy, Gagosian Gallery, Wildenstein+Co Gallery, Parsons the New School for Design, as well as designers Gensler and Diller Scofidio+Renfro.