Turning the un-bankable into the unstoppable.
Assignment: Naming / brand narrative / brand voice.
From darkness to Lucy. Lucy, in almost every language, means “light.” That was the beautiful, simple spark of an idea that led me to propose the name Lucy (It also didn’t hurt that the daughter of one of the founders is named Lucia). Lucy the bank was built to bring light to unbanked and underbanked women all over the world through accessible financial resources. In Lucy’s case, the product (and branding) was brilliant, but in the end, the bank turned out to be less unstoppable than the women it supported. In May 2023, Lucy closed its doors after 3.5 years of operation. Read the full story here. I’m still proud of the work we did, and proud of the work the bank set out to do. Hopefully, this great idea will one day see the light of day again.