LUCIDITY
Branding & Product UI/UX Design
Studio: Flipside Co | Client: Lucidity
Role: Designer & Creative Director
Lucidity is a next-generation DeFi platform launching its own cryptocurrency—built around the core values of clarity, transparency, and user empowerment. The brand identity fuses futuristic vision with functional brutalism, crafting a system that’s both iconic and technically resonant.
We worked on their branding and product UI/UX design to bring about its core values.
AN EYE FOR A CAMERA
At the heart of the visual identity is a camera lens, symbolizing sharp focus, clarity, and perspective. Just as a lens brings distant subjects into view, Lucidity enables users to clearly navigate the complex and often opaque world of decentralized finance.
Lucidity’s visual identity is anchored in a fusion of neo-brutalism and optical precision. Central to the system is the use of concentric circles—drawn directly from the camera lens metaphor. These rings appear not only in the static design but are deeply embedded in the motion language of the brand.
THE UI/UX
The UI/UX design for Lucidity is built around the core idea of clarity through structure, combining a neo-brutalist layout with fluid, lens-inspired micro-interactions that reflect the brand’s visual identity. The interface emphasizes sharp segmentation, modular components, and a dark-mode-first aesthetic that enhances focus while reducing visual noise.
Motion design plays a functional role—subtle concentric animations echo the camera lens motif and guide users through tasks like token swaps, staking, and governance with intuitive, feedback-rich interactions. Anchored by the Jet Set Mono typeface and a clean grid system, Lucidity’s product experience is minimal yet powerful—designed to simplify the complexity of DeFi and make transparency not just visual, but experiential.
MICRO-INTERACTIONS
Micro-interactions, hover states, loading sequences, and background animations all echo this circular motion, reinforcing the theme of focus and perspective. The subtle pulsation of these rings creates a visual rhythm that evokes scanning, searching, and clarity—aligning perfectly with Lucidity’s promise: to bring the DeFi world into sharp, understandable view.
