1 Kent Lane
Melbourne VIC 3181

145 East 74th Street #PHC
New York NY 10021

Introducing a groundbreaking movement for women


LUCY is a ground-breaking initiative founded in New York, created to inspire and champion women over 50+ whose lives continue to be compromised by age and gender bias. In 1974, archaeologists in Ethiopia were listening to “Lucy in the Sky with Diamonds” as they unearthed the skeleton of a 3-million-year-old female, the first known species to walk upright. Fittingly, they named her LUCY. This new ground-breaking online community has been named in honour of this “first lady” and to unabashedly salute the power of Women everywhere.

Based on a hexagon, the Identity is bold, fresh and strong – our Lucy faceted ‘diamond’ – true to her origin. Designed to illuminate the various ‘facets’ of Lucy, of life, and the multi-dimensional multi-media aspects to this project. The visual personality of Lucy has been designed to be extremely flexible across the multi-platform experiential world we envisage. Where the Brandmark works easily to identify various extensions and experiences, sub brands and geographies, events and messaging.


Gold / Identity
Graphis Design 2021

Anthem Award 2022

Silver / Websites Design for Social Change
Indigo Awards 2024

Bronze / Branding for Social Change
Indigo Awards 2024

Platinum / Branded Content
IInternational Architecture & Design Awards 2024

Platinum / Web Design
International Architecture & Design Awards 2024


Our challenge was to create a new immersive brand and online experience that offers 50+ women brand new initiatives that will support, inspire, guide and champion them to transform later in life from invisible to invincible. It is a ground-breaking initiative that requires a groundswell of activity and connection to spread the word. Lucy needed a standout brand to set the foundation for the launch of this big idea.


Our vision for this ambitious undertaking is a joyful ‘inspirational at any age’ philosophy that champions 50+ women that have so much to offer. We celebrated the origin of the name Lucy by creating an inspiring ‘faceted diamond’ identity that shines brightly across every touchpoint creating a standout look and feel the audience can resonate with. The launch website features diverse stories and journeys of incredible women through podcasts, video stories and testimonials from incredible role models and mentors to inspire women to join Lucy’s mission

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