Brand identity
Art direction
Motion design
ToV & Messaging
Web Design
Brand guidelines

Lucite

Artificial intelligence is evolving faster than most of us can keep up with. For all its potential, AI can still feel abstract, overhyped, and not-quite-ready to have a real impact on how we work, especially if you’re not an engineer. For everyday users, there’s a gap between the promise and the results.

Lucite was created to bridge that gap. As a Y Combinator-backed startup focused on AI systems for businesses, Lucite is supercharging AI to better ingest data and deliver polished outputs that don’t require a ton of revisions. Their goal is to take AI out of the black box and into the hands of real people in more usable ways.

To support that mission, Lucite needed a brand that didn’t just look smart — it had to feel precise, calm, and clear. A system that could speak to engineers, investors, and everyday users alike. That’s where our work began: shaping an identity that blends trust with innovation, clarity with depth, and form with function.

Brand & Logo Design

At the heart of Lucite’s identity is a geometric "L" mark — built from a precise grid system that communicates structure, clarity, and focus. The design language is minimal, yet highly considered, using symmetry and contrast to balance innovation with stability.

The type system and supporting visual elements align to express technical excellence and human approachability. The brand palette, anchored in cool tones and subtle gradients, reinforces a calm, futuristic tone that supports Lucite’s positioning in the AI space.

Motion & Visual Systems

Lucite’s motion language was built to echo the brand’s core values: clarity, precision, and adaptability. Motion transitions feel fluid yet intentional, using scaling, morphing, and directional cues to guide users and communicate logic at a glance.

This system extends across product interfaces, video assets, and live presentations — ensuring every touchpoint is consistent and expressive. Every movement is designed to be both functional and beautiful, aligning with Lucite’s vision of seamless AI integration.

A vision for AI

In a time where everything AI shifts every week, Lucite is building a business built on concrete impact. We wanted to craft an identity that celebrated the clarity of their value proposition to make AI elegant, intuitive, and human-centered. Through a robust visual and motion system, we gave the brand a flexible foundation that can grow and evolve. This project was a blend of strategy, precision, and creativity — an opportunity to crystallize their vision for the future of intelligence into a full-spectrum identity.

Collaboration at its finest

Special thanks to the Lucite team:
Jason Spector: Co-Founder & CEO
Richard Greenbaum: Co-Founder & CTO

CōLab team: Brian Wakabayashi, Salih Abdul-Karim, Kyle Macy, Yu Rong, Gretchen Mrazik