Lucient are the world-leading data management and analysis experts, empowering businesses to unlock superior business intelligence through training, consultancy and managed services. They partner with organisations to help them turn their data into valuable business intelligence, streamline operations and gain the competitive advantage that helps drive their business forward.
Brand Creation
Bringing clarity to the world-leading experts in data analytics
Client: LucientOverview
Challenge
Operating since 2002, Lucient made swift progress to become the go-to industry-leading experts in their field. As so often happens, their brand didn’t keep up with the pace. They needed a complete brand transformation to develop a new name and identity that clearly reflected the message of what they offer their customers – focus, clarity and strength.
Outcome
Brand strategy was key here, so we held four stakeholder discovery workshops to dig right down into the specifics of the company, including looking at their USPs, competitors and audience personas. Data was collated into a Brand DNA strategy document and, from this, we created a vibrant new brand identity. Key messages, a content plan, brand guidelines, website design and a company animation followed to complete a full suite of brand and marketing materials.
A name that shines a crystal clear light
The original name, SolidQ, had very little relevance to where the organisation is now. ‘Lucient’ combines ‘lucid’, meaning crystal clear and easy to understand, and ‘lucent’, which means bright, luminous and bringing light. This amalgamation represents both what Lucient offer and what they provide for businesses.
Logo – From clarity comes focus, from focus comes strength
Lucient’s offering is built around clarity and focus. As you add more data, there’s more clarity and strength. This is the principle behind the logo – an increasing font weight with the dot above the eye denoting a ‘point of focus’
Grid Structure – Carefully collated smaller parts bringing power to the whole
The grid structure is inspired by data cells and how you can merge them together to make a bigger, more meaningful entity. This signifies what Lucient can do for businesses, but also reinforces the message from the stakeholder workshops that they don’t want to be seen as a group of single experts, but as a collective and collaborative body of experts.
Imagery – Breathing refreshed life with the strength of data
The imagery we chose and developed is inspired by light, rhythm, power and mass numbers, reflecting the nature, clarity and strength of data and how it can breathe new life into an organisation, driving it forward with refreshed vigour.
