Lucid — Brand Concept → Campaign & Product Design

ADV 428 | Michigan State University

Most pajama brands sell comfort. Lucid was designed to sell a feeling. The goal of this project was to build a fashion brand entirely from scratch — one with a distinct identity, emotional resonance, and a world that consumers would want to step into.

From the logo and slogan to product mockups, out-of-home advertising, and a companion app concept, every element was created to bring the brand to life and prove that a cohesive creative vision can turn even the most ordinary product into something aspirational.