Lucid - Golden State of Mind

Bring Lucid’s California-rooted identity to life at IAA Mobility 2025, not just through the cars, but through a fully immersive physical environment that embodies the brand’s mindset. We were tasked with creating the concept, tone of voice, customer-facing copy, and experiential touchpoints for the entire event space — from signage and giveaways to waiting line content and juice shot labels.

We built the event around the brand attitude: A Golden State of Mind - a calm confidence rooted in California cool, innovation, and clarity. This mindset came to life through:

Plant signage that turned desert flora into metaphors for ambition, adaptability, and West Coast resilience

Juice shot labels infused with clever names and copy, turning ingredients into lifestyle statements (e.g. Vitamin C.alifornia, Redwood Revive)

Waiting line infotainment, with copy designed to ease the queue and immerse guests in Lucid’s aesthetic before they even step inside

A curated California playlist, QR-activated content, and minimal yet expressive brand language at every touchpoint

• Developed verbal direction and tone of voice for the entire event • Wrote all customer-facing copy, including signage, juice descriptions, and interactive content • Collaborated with designers and strategists to ensure copy elevated the space, not just explained it • Adapted the Lucid brand voice into something immersive, tactile, and sensory

• Delivered a unified brand world through both visuals and language • Elevated everyday touchpoints into storytelling opportunities • Brought Lucid’s California origin to life in a way that was refined, not cliché

California Barrel Cactus – “Minimalism with muscle. No frills, all grit.” Golden State Elixir – “A vibrant burst of anti-inflammatory power, designed to keep you glowing like a California sunset.” Waiting Line CTA – “Set the tone with a first impression that whispers: Golden State of Mind.”