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[EVENT BRANDING][CAMPAIGN]

Lately @ Lucid: One Launch, Every Channel

Branding Lucid’s spring 2025 product launch event across email, web, social and the keynote, and what it did to registrations.

A pile of Lately @ Lucid stickers in blue, pink and white: the LATELY @LUCID wordmark, a big @ symbol, isometric blocks and “Spring 2025” labels.

Before 2024, every feature and product update at Lucid went to market on its own, each with its own campaign of some size. That’s a lot of small launches competing for the same people’s attention.

So Lucid pulled them together into one bigger launch that happens twice a year: Lately @ Lucid. After two trial webinars went well in 2024, we scaled it up for the spring 2025 event, a virtual keynote on April 3 called “A new approach to accelerate work.” I designed the identity and the campaign around it.

Anchor assets

Two Lately @ Lucid key visuals on blue: the stacked LATELY @LUCID wordmark, and a darker panel reading “A new approach to accelerate work” over a giant outlined LATELY and @, above a ticker strip of repeating LATELY@LUCID text.
The anchor assets every channel was built from.

The event needed stronger branding, something people would recognize the next time it came around. I built it from a few pieces: a bold stacked wordmark, an outlined @ that could scale up to fill a background, and a ticker strip of repeating LATELY@LUCID text in blue and violet. Every channel was built from those pieces, and the rules stayed simple. Keep one message per piece, and make the call to action the most obvious thing on the page.

Email

Three Lately @ Lucid emails side by side: “We’ve got big news to share” with the agenda and two Register now buttons, a dark “Your work accelerated” email listing what Lucid leaders will cover, and a post-event email, “A new approach to accelerate work,” introducing the Agile Accelerator and Cloud Accelerator.
Two invitations and the post-event email.

Email brought in the most registrations. Two invitations went out before the event and one recap after it. Stronger event branding, plus simplicity and contrast, did most of the work, and a double call to action, with a Register button near the top and another after the agenda, was a main driver. Email registrations went up 55% over 2024.

Web and in-product

The Lately @ Lucid registration page in two states: a big “Don’t miss the moment” headline on blue with a registration form under the event times, and the same page showing a “Thank you!” confirmation.
The custom registration page, before and after you sign up.
A small in-product pop-up inviting Agile teams to the Lately @ Lucid launch, with a Register now button and a mini LATELY@LUCID visual.
The in-product call-out.

The event got its own registration page, with the event times and the form front and center. A specific call-out inside the product, paired with a simple banner on the website, sent people there. Registrations from the product and web went up 82%.

Social

An animated Instagram story on blue: LATELY @LUCID, April 3, with a big outlined play shape and a Register now button.
An animated story reading “Be there: LATELY @LUCID on April 3,” with a blue isometric block on a pink slab and a Register now button.
An animated story on charcoal with LATELY @ repeated down the screen, fading from white to gray.
An animated story with three stacked isometric charcoal blocks labeled LATELY, @ and LUCID, separated by pink layers, on a triangle grid.

Four animated stories put the date and a Register button front and center. Social had the biggest jump of any channel: registrations went up 124%.

Keynote

Four keynote graphics: an outlined “100 MILLION” stat, a 10:00 countdown, a LATELY@LUCID title card and a BREAKOUT title card over a speaker.
Four stills from the keynote: speakers on a lavender and blue set with lower thirds and section titles like Product management, Roadmapping and Cloud.

The keynote carried the same system on screen: the outlined type for big numbers and countdowns, title cards for each breakout, and lower thirds for every speaker. From the first email to the last breakout, it looked like one event.

The numbers

Compared with 2024:

  • 11,500 registrants in total, up 68%
  • 3,810 live attendees, up 51%
  • 8,402 registrants from email, up 55%
  • 947 registrants from the product and web, up 82%
  • 1,631 registrants from social, up 124%

Every channel went up, but the result I like best is harder to chart: people started to recognize the event by name. That builds trust with customers and shareholders, because it shows Lucid can build valuable products and explain them well.

The team

A launch like this takes a lot of people. I worked with product marketing, events, email, demand gen, content, PR and comms, video and motion, learning services and engineering.