Lucy and Hayden had a vision for their business, LL Hires: to offer quality, style-driven, and accessible luxury for hire for any occasion. They needed a new name and identity to match their ambition. "Lucy's" was born out of the need for a memorable, concise, and authentic name that had origins in the old brand but also the room for growth. The concept behind the brand speaks to Lucy's being the building blocks of your style. The final wordmark has been carefully constructed to tell the story of many different parts coming together to create one unified whole – Lucy's turns dreams into a reality piece by piece. The color palette, grid system, typography, and imagery have all been considered to work together in a stylish, tailored, and effortless way. It was important to communicate that Lucy's was a curated range of products that is always on trend, and that they are continuously innovating and improving their range so their clients know they are getting the best products for their special event.