Lucent Group

Leadership Coaching & Facilitation

Marjoleine Byrne came to Braid Creative with the goal to position Lucent Group as the experienced, high-end, human-centered boutique leadership firm it already was, and build a brand that could finally say so out loud.

We took Marjoleine and her team of executive coaches through the Braid Method®, our proprietary collaborative brand strategy process. Starting with a Brand Vision Guide to align on positioning, dream clients, voice, and visual direction, we moved into the full Brand Platform — where everything came together.

The result is a brand that feels as credible and elevated as the work Lucent Group does. Clean, modern typography pairs a bold editorial serif with a flowing script accent, grounded in a rich palette of navy, terra cotta, sage, denim blue, and warm ivory. Photography direction — lanterns, rippling water, silhouetted figures in expansive landscapes — evokes both the weight of leadership and the possibility of transformation.

Deliverables included a logo suite, business cards, brand story and core messaging, conversation slides for pitching and onboarding, website homepage mockup, branded imagery direction, color palette, and typography system.

“It looks and reads beautifully. I feel very proud to be part of this journey.”
— Nick, Lucent Group Coach

“I especially love the gold accents and the Adelaide accent script gives it the pop it was missing. I’d be drawn in if I landed on the website, 100%. It feels like somewhere I’d love to hang out.”
— Allison, Lucent Group Coach

“I have chills! I am deeply honored and very excited to be part of Lucent. Well done!”
— MJ, Lucent Group Coach

“This is absolutely beautiful. Classy, inspiring, cool — all at the same time. This was definitely worth waiting for. I am proud to be working for Lucent!”
— Claudia, Lucent Group Coach