Lucidworks approached us with a clear challenge: their brand felt outdated and disconnected from the innovative technology they offered. Internally, employees struggled with brand consistency—there was no cohesive system in place, making it difficult to apply the brand across products, marketing, and internal materials. The identity lacked energy and excitement, failing to reflect the bold, forward-thinking nature of the company.

Our task was to deliver a complete brand refresh—something bold, modern, and scalable—that would not only energize external audiences but also empower employees with a clear and easy-to-use system.

Our approach centered on building a brand system that felt modern, flexible, and unmistakably tied to Lucidworks’ mission of simplifying search. We introduced dots and circular elements as the foundation of the visual identity—symbols of connection, pathways, and discovery. 

The dots represent the many search journeys users take—sometimes simple, often complex—and how Lucidworks effortlessly guides them to the right destination. This new visual language creates a sense of movement and clarity, reflecting the dynamic nature of search and AI technology.

By grounding the brand in this system, we created a cohesive look that could flex across product interfaces, marketing materials, and digital platforms, while always tying back to Lucidworks’ core purpose: making search intuitive, powerful, and accessible.

The brand refresh gave Lucidworks a bold, modern identity that brought consistency and energy across the organization. With a clear, flexible design system in place, teams could confidently create materials that felt cohesive across marketing, product, and sales touchpoints. Internally, the brand was easier to understand and apply, leading to stronger adoption and excitement from employees. Externally, the refreshed look aligned Lucidworks’ visual presence with the sophistication of their technology, helping them stand out in a competitive market. The result was a brand that felt fresh, dynamic, and purpose-driven—a new look with the same powerful search at its core.