A pile of Lately @ Lucid stickers in blue, pink and white: the LATELY @LUCID wordmark, a big @ symbol, isometric blocks and Spring 2025 labels
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.
Three Lately @ Lucid emails side by side: an invitation with the agenda and two Register now buttons, a dark Your work accelerated email, and a post-event email introducing the Agile Accelerator and Cloud Accelerator
Two invitations and the post-event email.
The Lately @ Lucid registration page in two states: a big Don't miss the moment headline on blue with a registration form, and the same page showing a Thank you confirmation
The 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.
An animated 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 keynote graphics: an outlined 100 MILLION stat, a 10:00 countdown, a LATELY@LUCID title card and a BREAKOUT title card over a speaker
Keynote graphics: stats, countdowns and title cards.
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 system on set.

Launch campaign

Lately @ Lucid: one launch, every channel

I designed the identity and campaign for Lucid's twice-a-year product launch, built from a few anchor assets every channel could reuse. Registrations rose 68%.

Role
Senior Brand Designer
Client
Lucid Software
Year
2025
Tags
  • Product launch
  • Campaign
  • Event branding
  • Email design
  • B2B SaaS

The brief

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, from the first email to the last breakout.

Registrants, up 68% over 2024
11,500Registrants, up 68% over 2024
Live attendees, up 51%
3,810Live attendees, up 51%
Registrations from social
+124%Registrations from social

Anchor assets

The event needed branding 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. Two rules kept it together: one message per piece, and the call to action is always the most obvious thing on the page.

Email

Email brought in the most registrations. Two invitations went out before the event and one recap after it. 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%, to 8,402.

Web and in-product

The event got its own registration page, with the event times and the form front and center. A 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

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

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.

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.

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.