Jones Knowles Ritchie creates new identity for mobility company Luci mimicking radar mapping technology

Global agency Jones Knowles Ritchie has created the identity for Luci, a company “reimagining modern mobility”. Timed with the release of its premier product, Luci is described as the “first-of-its-kind hardware and software platform that uses sensor-fusion technologies to allow a wheelchair to ‘see’ its environment,” explains a press release on the brand, “giving riders unprecedented stability, security and cloud connectivity.”

As JKR’s creative director James Taylor describes, Luci was “Driven by impatience with a world where people in wheelchairs are asked to wait for innovative technology,” he tells it’s Nice That. In turn, this became the core part of JKR’s brief, who were presented with “a half formulated product and a desire to change the industry.”

Finding that there was “huge potential” in the product “both from a technological but also a branding stand point,” the JKR team sought to present the brand as a company offering an alternative methodology, particularly in a category that “doesn’t seem to care much about people’s health, which favours profit over people, and doesn’t offer appealing solutions to its users,” adds James. “We sought to change that.”

As a result JKR’s identity centres around a word mark logo for Luci, inspired by its “sensor and radar technology,” explains James. Mimicking the radar mapping technology in its logo and colour palette, which ripples from side to side, the visual identity is “always moving and sensing,” adds the creative director/ “Reacting to its environment,” just as the Luci product does. The identity also features a series of portraits, a reaction to JKR noticing that similar companies always featured photographs of empty wheelchairs in their campaigns. “We cast playful positive characters filled with individuality and confidence, combined with vibrant backgrounds, not a style often used in this sector.”

A unique product, featuring equally unique technology which enables the product to sense and detect, the agency’s visual identity presents “the boundless freedom everybody deserves”.