Collider

Amplifying experiences

[2023]

Services

Brand Strategy, Brand Narrative, Visual Identity, Art Direction, Website Design, Social Media

The Brand Identity
The Telegraph
The Times

Press

[02] The logo leads with confidence; a modern mark for a modern athlete. Whilst rooted in creative conceptual thinking and unique flare, the Lucy Bronze visual identity finds its power in simplicity. And a bold, stripped back logo leads the way for an identity built to last.

Collider is an exploration of what beer can become when tradition loosens its grip. Positioned beyond the expectations of conventional brewing, it introduces a non-alcoholic proposition shaped as much by feeling as by flavour.

At its core is an infusion of nootropic and adaptogenic ingredients, designed to gently shift your mood. Rather than replicating alcohol, Collider proposes an alternative ritual; one that prioritises clarity and a more conscious style of indulgence. The brand is less about disruption for its own sake, and more about expanding the edges of its own category, creating room for new behaviours, new aesthetics, and new ways of drinking.

[03] The logotype is designed to move with context, shifting from full expression to a more concise form for partnerships. This flexibility aims to reflect the same instinct and control that defines Lucy’s game.

Collider’s concept reflects a broader cultural shift; a new generation of drinkers reshaping its relationship with alcohol, favouring moderation, functionality and self-awareness over excess. With that in mind, both the product and its expression are designed with intent: a non-alcoholic format that feels purposeful, paired with a visual identity that channels optimism and forward momentum.

Framed as a love letter to the dynamic design tropes of the 80s, Colliders artful fusion of retro-futuristic aesthetics and forward thinking design creates a sweet tension between nostalgia and progression. Grid structures, luminous glows and controlled bursts of colour sit alongside a refined typographic system, deliberately reassembling familiar signals into something distinctly new and impossible to ignore.

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Defining a design system

The design system draws directly from her. A confident yet sleek logotype reflects Lucy’s leadership; a modern mark for a modern athlete. The visual language pays homage to Lucy’s dynamism by following a strict layout guide inspired by her own handwritten signature.

By mapping the corners and curves of Lucy’s signature, we arrived at a fragmented framework that reflects her journey as an athlete; rather than imposing a definitive structure, the system allows elements to shift and settle, mirroring the resilience required to navigate a career defined by both challenge and progression. This creates a visual language that feels dynamic and expressive, while remaining consistent across everything the brand touches.

[05] By plotting points at the corners and curves of Lucy’s signature, we are left with a unique composition that feels expressive and energetic. These plotted points decipher where content is positioned. From social posts and stories to presentation covers and event invitations, this unique guide ensures Lucy’s brand feels expressive and unexpected at every step.

Lucy in motion

The Lucy Bronze brand has its own signature style of image treatment. This treatment is inspired by the idea of Lucy in Motion. This style of image treatment affords the brand toolkit a textural backdrop that allows us to transform standard images into vibrant backgrounds. It adds a sense of movement and power to branded content, reflecting Lucy’s continued momentum and unique spirit. 

We utilise Lucy’s performance statistics to define the specific texture and motion to treat the images. This data can influence our settings of angles, pixels, distance and rotation to ensure all image treatments are bespoke to Lucy and authentically reflect her dynamism on the pitch.

[07] A considered image treatment brings movement and texture into each composition; we use Lucy’s performance statistics as values to shift the angle, scale and rotation of each image, creating a visual rhythm that feels distinctive to Lucy.

[08] This style of image treatment affords the brand toolkit a textural backdrop that allows us to transform standard images into vibrant backgrounds. It adds a sense of movement and power to branded content, reflecting Lucy’s continued momentum and unique spirit.

The Lucy Bronze

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