LUCY is a new, ground-breaking initiative founded in New York that has been created to inspire and champion women over 50+ whose lives continue to be compromised by age and gender bias. The mission is to inspire women everywhere to stand together and triumph over the archaic yet still deeply entrenched forces of age and gender discrimination. To help break down social barriers and champion women 50+ in their transition from “invisible” to “invincible”. Lucy needed a standout identity that women over 50+ can rally behind.

In 1974, archaeologists in Ethiopia were listening to the Beatles song “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 on two legs. Fittingly, they named her LUCY. This new ground-breaking online community has been named in honor of this “first lady” and to unabashedly salute the power of Women everywhere.

SML worked with the core founding team to lead the Brand Strategy work for LUCY so we could best understand, uplift and inform the lives of Women 50+. We know the time is now and our desire was to be as progressive, authentic, inspirational and inclusive as possible. This work gave us the creative strategy for a fresh and powerful Brand that shows you can be courageous and invincible with full support from this hugely untapped vibrant community. Based on a hexagon, the Identity is bold, fresh and strong - our Lucy faceted ‘diamond’ - true to her origin. Designed to illuminate the various ‘facets’ of Lucy, of life, and the multi-dimensional multi-media aspects to this project. In our process we discovered that ‘Lucy’ in Latin means ‘Light’ and the letter ‘L’ in Latin means 50 – this fuelled our mantra in forming the creation and visual direction.

The Brand Identity is complete, but the launch of this greater multimedia project is in its early phases and will be launched later this year. The visual personality of Lucy has been designed to be extremely flexible across the multiplatform experiential world we envisage. Where the Brandmark works easily to identify various extensions and experiences, sub-brands and geographies, events and messaging. The aim is to grow this into a new interactive and global digital community where the LUCY experience will inspire and connect women in this demographic, enabling them to explore, discuss, debate and decide for themselves what's really possible in their lives.