Lucid Motors. Compromise Nothing.
Problem
As Lucid Motors expanded into key European markets, the brand needed a campaign system that would establish its presence as a luxury EV leader. The challenge was to adapt Lucid’s global identity for diverse audiences without diluting its premium positioning.
Approach
I led the art direction and design of a multi-market campaign that translated Lucid’s core visual language into formats suited for digital, social, and print. Working with cross-functional teams, we balanced consistency with local nuance, ensuring that the creative felt globally unified yet regionally resonant.
Solution
The resulting campaign delivered high-impact assets across multiple channels, reinforcing Lucid’s “Compromise Nothing” ethos. By creating a flexible but coherent system, the work supported brand expansion in Europe and positioned Lucid as a confident, aspirational force in the luxury electric vehicle market.
Campaign Concept & Brand Translation: Adapted Lucid’s global identity to resonate across European markets while preserving premium positioning.
Art Direction & Design System: Led creative execution across digital, social, and print, ensuring coherence and visual impact.
Cross-Functional Collaboration: Worked with international teams to align market needs with global brand standards.
Multi-Channel Rollout: Delivered scalable campaign assets that reinforced Lucid’s “Compromise Nothing” ethos across regions and platforms.
