Lucid Capital Markets launched with a clear ambition: build a new kind of Wall Street firm, one defined by transparency, precision and a client-centred approach. In a category dominated by legacy aesthetics and traditional thinking, Lucid wanted to invest in their brand from day one and look immediately different from anything else in the market. The challenge was to create a modern identity that signalled confidence, senior-level experience and a break from convention.

We built Lucid’s brand from the ground up, shaping a full strategic and visual foundation for the firm. Starting with purpose and positioning, we defined a brand built on clarity, intelligence and trust. Visually, we created a clean, contemporary identity system anchored by a refined wordmark and a series of bespoke 3D glass objects, a symbolic expression of transparency, structure and capital flow. These glass forms became Lucid’s signature brand asset, used across digital, print and investor presentations to distinguish the firm instantly. The brand extends across all touchpoints, from pitch materials and collateral to the website and environmental graphics, presenting Lucid as a confident, modern and highly focused advisory partner.

Since launch, Lucid has grown rapidly and established itself as a standout in the middle-market advisory space. Investing early in a distinctive brand has been one of their biggest levers, helping them win attention, open doors and set the tone for the calibre of their work. The brand gives the team a competitive edge, supporting senior-level mandates and positioning the firm with a level of clarity and confidence rarely seen in the sector. With a visual identity built for trust and differentiation, Lucid has entered the market with real momentum and a brand their CEO continues to champion.