Platinum Winner of the International Architecture & Design Awards 2024
Lucy
Web Design
Diversity, Equity & Inclusion
Completed / Professional Category
Architect / Designer:
Vanessa Ryan / Gerson Mena Murcia
Studio:
SML Design
Design Team:
Vanessa Ryan / Creative Director
Gerson Mena Murcia / Digital Designer
Country:
Australia
Our challenge was to create a new immersive brand and online experience that offers 50+ women brand new initiatives that will support, inspire, guide and champion them to transform later in life from invisible to invincible. It is a ground-breaking initiative that requires a groundswell of activity and connection to spread the word. Lucy needed a standout brand to set the foundation for the launch of this big idea.
Our vision for this ambitious undertaking is a joyful ‘inspirational at any age’ philosophy that champions 50+ women who have so much to offer. We celebrated the origin of the name Lucy by creating an inspiring ‘faceted diamond’ identity that shines brightly across every touchpoint creating a standout look and feel the audience can resonate with. The launch website features diverse stories and journeys of incredible women through podcasts, video stories and testimonials from incredible role models and mentors to inspire women to join Lucy’s mission.
Based on a hexagon, the Identity is bold, fresh and strong – our Lucy ‘diamond’ – true to her origin. Designed to illuminate the various facets of Lucy, of life, and the multi-dimensional multi-media aspects of this project. The visual personality of Lucy has been designed to be extremely flexible across the multi-platform experiential world we envisage. Where the Brand mark works easily to identify various extensions and experiences, sub-brands and geographies, events and messaging.
Our challenge was to create a new immersive brand and online experience that offers 50+ women brand new initiatives that will support, inspire, guide and champion them to transform later in life from invisible to invincible. It is a ground-breaking initiative that requires a groundswell of activity and connection to spread the word. Lucy needed a standout brand to set the foundation for the launch of this big idea.
Our vision for this ambitious undertaking is a joyful ‘inspirational at any age’ philosophy that champions 50+ women who have so much to offer. We celebrated the origin of the name Lucy by creating an inspiring ‘faceted diamond’ identity that shines brightly across every touchpoint creating a standout look and feel the audience can resonate with. The launch website features diverse stories and journeys of incredible women through podcasts, video stories and testimonials from incredible role models and mentors to inspire women to join Lucy’s mission.
Based on a hexagon, the Identity is bold, fresh and strong – our Lucy ‘diamond’ – true to her origin. Designed to illuminate the various facets of Lucy, of life, and the multi-dimensional multi-media aspects of this project. The visual personality of Lucy has been designed to be extremely flexible across the multi-platform experiential world we envisage. Where the Brand mark works easily to identify various extensions and experiences, sub-brands and geographies, events and messaging.
SML Design
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 ageism, gender bias and racism. 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 and inspiration of Women everywhere. SML was tasked with bringing this big idea to life and inspire women everywhere.