The next ninety-nine thousand

Lucis’ first thousand users came from two very different directions. Optimisers arrived for performance and measurement. Underserved health seekers arrived for answers and validation. Hervé’s strategy work defined the next audience Lucis needed to win: people roughly 35 to 50 who have had a first health signal and want to act early, without turning it into an identity.

The brand had to speak to the people who arrived first, while still feeling like an obvious choice for everyone who comes next. Too much biohacker energy reads as niche. Too clinical feels like illness. Too much lifestyle polish loses trust.

Strong signals

Three audiences, one message.
Lucis settled on “Signal” as the fundamental positioning concept. Your body is sending you signals: Lucis helps you notice them, decode them, and act on them.

‍For Lucis’ Optimisers, “signals” affirms what they already believe. For Health Seekers, it offers validation without turning their experience into a diagnosis. And for the mainstream, it keeps things normal: You are paying attention, not adopting a new lifestyle.

The strategy also set a European register for the brand: clinical grade standards, human support rather than data alone, simplicity that feels premium, and privacy treated as a baseline.

One word kept emerging as the test for every decision: calm. Not superhero energy or optimisation culture, but something settled, reflective, intelligent.

The strategy was “signals”. The problem was how to make that idea visible. What does noticing a signal actually look like?

Let there be light

Turning the concept of “Signals” into a design system needed guardrails. Too much emphasis on data graphics and waveforms would push the brand into optimiser territory. Soft wellness imagery would risk scientific credibility. Medical imaging carried the science, brought the wrong feeling: diagnosis, anxiety, coldness.

The answer was in the name: Lucis is Latin for light: Light that reveals, making visible something that was already present, waiting to be noticed.

That became the design principle, expressed through a technique we called bloom: A controlled glow used across photography, UI, and motion, highlighting without exposing. It let the brand sit between medical and lifestyle in the same way the positioning did: credible, human, and calm.

Biomarkers

“Biomarkers” are the data points Lucis measures. Abstract biological concepts made concrete through simple visual shorthand for use across the website, reports, and UI.

Brand System

The system follows from the strategy: signals, calm, the tension between scientific and human. The "light that reveals" principle runs through the logo, colour palette, and typography. Vivid accents appear only when there's something to notice.

Brand Execution

Lucis shows up on screens, but also in a box that arrives at your door, in a lab where blood is drawn, on the bandage you leave with. Partner labs carry Lucis signage. The system needed to feel coherent across digital and physical, clinical and domestic — extending to branded products like olive oil and supplements.