AUTHOR was engaged to create a brand identity and website for By Lucy, a powerhouse content creative. 

The brief: Design a brand that was both bold and bespoke, seamlessly blending romance with professionalism. 

The story: Through in-depth research, AUTHOR discovered that Lucy’s clients deeply value preserving life’s most precious memories—moments that tell their unique stories and deserve to be relived forever. This insight informed the foundation of the brand, shaping its messaging, visuals, and overall identity. 

The message: “Captured memories, forever kept."  This message conveys the heart of Lucy’s service: beautifully preserving cherished moments so they can be celebrated time and time again. It speaks to the emotional resonance of her work while emphasising her professional expertise. 

The look: AUTHOR crafted an editorial yet romantic visual identity, blending thoughtful and playful elements. The colour palette of chocolate brown, butter, and blue brought a distinctive yet approachable feel, creating depth and contrast. Paired with a refined serif font, the identity exudes thoughtfulness and professionalism. To enhance flexibility, three logo variations and a unique brand mark were developed, representing Lucy’s service pillars: Capture, Curate, and Celebrate.