Requirement

Develop a genre-defying brand identity befitting both the client’s burgeoning market presence, and the unique duality of its roles as boutique property developer and investment solution provider.

Response

Lucent is an English word that means ‘glowing with, or giving off light’. Our graphic language provides an endlessly adaptable visualisation of this idea via a radiant, highly textural venn device, that highlights the firm’s intersecting business streams and embodies its core values. Contrasted with a clean, simple wordmark crafted to propose credibility, confidence and transparency, the resultant identity positions Lucent as a business focused on breaking down traditional industry complexities and challenging conservative property/investment stereotypes.

Result

Named ‘New Development Player of the Year’ at the 2018 REA Awards, Lucent’s ascent in the property sector continues to gather pace.