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.

lucytoday.com/