​​​​​​​I founded Lucid Brands in 2005 to combine the sophistication of a global branding consultancy with the intense focus of a small firm. Before Lucid Brands, I led two of the world’s largest and most influential branding firms, Siegel & Gale (as President) and Enterprise IG, (as CEO of the Americas.)
At Lucid Brands, we accept a limited number of ambitious client engagements each year. I lead all projects and staff each program from a broad and deep pool of trusted and talented professionals. Quality, not quantity, drives our approach.
Our frameworks are disciplined and proven. From qualitative and quantitative research to strategic definition, strategic definition to identity, identity to expression, and expression to implementation—Lucid Brands has successfully guided dozens of ambitious organizations through the process of Building Better Brands.
If you work with us you can be assured of three things. First, we will put you and your success first. Second, our team will be unmatched. Third, we will deliver more than we promise. Talk with us (then talk with some of our clients).
Scott Lerman, Founding Partner

WHO IS SCOTT?
Scott Lerman is a brand consultant, designer, author, fine artist, and educator. Best known for his work as a brand identity consultant, Scott has built his career by helping companies navigate critical moments in the creation, transition, and extension of their brands. In 2005 Scott founded Lucid Brands, a brand consultancy dedicated to the development of world-class brands. 
Before founding Lucid Brands, Scott led two of the industry’s leading brand consultancies. During his 17 years at Siegel & Gale, he held a range of senior positions, including President. In 2001 he was named President and CEO of Enterprise IG (now The Superunion). Scott started his career doing paste-ups and mechanicals at Chermayeff & Geismar.
Scott has led defining brand engagements for 3M, American Express, Bayer, Caterpillar, DuPont, Engelhard, First Data, Grand Brands, Harley-Davidson, Ingram Micro, JCPenney, Kodak, Lycos, The Metropolitan Transportation Authority (M.T.A.), National Semiconductor, Owens-Illinois, Pfizer, Readers Digest, S.W.I.F.T., Towers Perrin, The U.S. Mint, V.O.I.S., The Washington Center, Xerox, Yola, Zachry, and dozens of other organizations around the world. He is currently seeking a client with a corporate name that starts with “Q.”
Scott is the author of one of the leading books on brand and identity development, Building Better Brands, published by Simon & Schuster. He has also commented on the issues shaping businesses and brands in The Design Management Institute Review, The Wall Street Journal, and The New York Times. Scott has lectured at the Yale School of Management, Design Management Institute, Columbia University, Thunderbird, Conference Board, Apple, and many other forums. 

Listen here to Scott's interview on Debbie Millman's influential Design Matters podcast.
Scott is a proud member of the founding faculty at America’s first Master's program in branding at SVA (School of Visual Arts' MPS Branding program). He holds a BFA degree from Cooper Union and recently completed his term as a trustee of the college.

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