Lucid Brands was founded in 2005 to deliver 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, CEO and Founding Partner
WHO IS SCOTT?
Scott Lerman is a brand consultant, designer, author, teacher, and artist. Best known for his work as a brand identity consultant, Scott helps companies navigate critical moments in the creation, evolution, and extension of their brands.
Scott has unusually broad and deep expertise in brand research, strategy, identity, prototyping, development, and implementation. At Lucid Brands, he is responsible for new business development, program team formation and management, as well as project leadership and strategy. Prior to founding Lucid Brands in 2005, he was a senior leader at two of the industry’s premier brand consultancies—Siegel & Gale and Enterprise IG (now Design Bridge and Partners).
Over his career, Scott has led defining brand engagements for 3M, Analog Devices, Bayer, Caterpillar, DuPont, Engelhard, First Data, Grand Brands, Harley-Davidson, Ingram Micro, JCPenney, Kodak, Lycos, The Metropolitan Transportation Authority, National Semiconductor, Owens-Illinois, Pfizer, Readers Digest, S.W.I.F.T., Towers Perrin, The U.S. Mint, V.O.I.S., Weather.com, 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.”
He is the author of one of the leading books on brand strategy and identity development, Building Better Brands, published by Simon & Schuster, and has commented on the issues shaping businesses and brands in DMI: 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.
He is the author of one of the leading books on brand strategy and identity development, Building Better Brands, published by Simon & Schuster, and has commented on the issues shaping businesses and brands in DMI: 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.
As part of the founding (and continuing) faculty at the SVA Master's in Branding program, Scott evolves and teaches frameworks that are critical to strategic brand identity programs. He holds a BFA degree from Cooper Union and has served as a trustee of the college.