Rebranding a startup so it could grow up

Challenge

Lucid Software had outgrown the scrappy startup stage. To compete with big names like Microsoft and Adobe, it needed polished messaging that was consistent across various platforms.

Results

I helped create and refine a crisp new tagline: Think Visually. I went back in time to document Lucid’s history, and wrote messaging that would help define Lucid’s mission and positioning going forward. And then—to make sure it stuck—I established best practices for messaging and trained the entire company in them. On the strength of this branding, Lucid went on to raise over $100M.