Lucid Motors

Lucid Motors began as a battery and powertrain technology company but they had a much bigger vision to completely reimagine what an EV could be and to redefine the luxury vehicle market. 

The project: Lucid needed full strategic and creative support to build an innovative automotive brand from the ground up. As the project lead for Tolleson, I provided end-to-end project management and team leadership as Tolleson architected the entire brand ecosystem—from strategic brand positioning and visual identity to innovative showroom experiences that successfully launched their first product, the Lucid Air, supported their IPO journey, and laid the groundwork for their next offering, the Lucid Gravity. 

• Brand identity & visual language

• Product identities & symbols

• Showroom & retail experience

• Custom typeface development

• Brand launch & go-to-market

• Brand toolkit & guidelines