Locations

SML AUS
1 Kent Lane
Melbourne VIC 3181

SML USA
145 East 74th Street #PHC
New York NY 10021

Shattering Age & Gender Bias

Lucy

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.

Project Scope

Strategy
Branding
Identity
Website
Digital
Print

Website

lucytoday.com

Awards

Gold / Identity
Graphis Design 2021

Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy
Lucy