LucidEra A new company in pre-rollout mode with a category-defining product serving businesses with large sales volume. Potential customers for their product are savvy and concerned with what this product will do to increase their sales efficiency and cut costs. The reasons that LucidEra's product is superior are somewhat technical and involved, and the potential audience for their product is made up of several distinct segments, so I really enjoyed figuring out how to tell their story concisely and approachably. I created a brand palette that included:

• A very direct, confident writing style with just a dash of humility;
• A restrained but somewhat unexpected color palette;
• A redesigned wordmark for the company.

The pages are very text-heavy, but I used several tactics to keep the visitor reading instead of yawning (or clicking to another site):

• Lively writing style that's anything but dry and corporate;
• Ruthless editing of every unnecessary word;
• Boldface phrases, intercut headlines, and bullet lists wherever possible.

An earlier, bolder concept that we did not use. The client liked that I could tell his story in a bold fashion, but didn't want it to be this bold.

Another concept we didn't use. I was considering using hand-drawn pencil drawings as an unexpected element, and stock photos of businesspeople in pain to help illustrate the pain that LucidEra's product would alleviate.

The client's site and wordmark before I was engaged. I enjoy when a client's materials are in a condition where they are willing for me to start from scratch, but it also requires a lot of creative juice to totally reconceive a client's identity and message.