— LCID™

LCID™ is the Design Studio of Luca Corvatta, an accomplished Italian designer with a specialised focus on Industrial design, Furniture, and Consumer products.

I conceptualised and designed the LCID® brand entirely from scratch, with the goal of creating a Minimum Viable Brand that aligns with the studio's time and budget constraints. Every element, from positioning to execution, was driven by a core set of brand principles, ensuring that LCID® could lay a robust groundwork for their business, offering crucial assets for consistency and memorability.

— Project
Renowned for his fervour, inquisitiveness and commitment to delivering impactful and top-tier projects, LCID® centres his efforts on crafting products that epitomise a contemporary approach to materials while pursuing enduring functionality. Following the development of a new positioning and the crafting of a foundational brand narrative, I curated and delivered a Minimum Viable Brand toolkit. This toolkit encompasses a straightforward wordmark, colours, shades, typography and comprehensive guidelines for layout, communication and digital assets. The color palette — inspired by and named after raw materials — allows the brand to be both subdued and confident. The natural tones complement the products while the neutral tones support. The wordmark is complemented by an abstract symbol representing Luca's initials (LC) + (ID), symbolising Industrial Design. Each component seamlessly integrates into a narrative that empowers Luca to showcase the studio's design and production processes, reflecting its fundamental ethos.

— Role
Design & Art Direction
— Client
LCID™
— Studio
Freelance
— Output
Brand Identity, Brand Strategy, Art Direction, Marketing collaterals
— TBN
This project is a component of my side hustle, HeyBrand!, which is dedicated to assisting startups and small businesses in shaping their identity by offering MVBs (Minimum Viable Brands).