Anna Lucia
01 — Project Details
Namesake, redefined.
Positioning an event industry mainstay for growth beyond its founder.
Agency: TPD Design House
Scope: Rebranding, Naming Strategy, Brand Messaging, Voice Guidelines, Web Copy, Social Media Copy
The mission of this rebrand was to position the company for expansion and evolution – not just for now, but for years from now.
Anna Lucia began as an event planning and design company spearheaded by its founder and namesake.
As the company's projects grew in scope, it was time to create a brand that encompassed everything the world of Anna Lucia has to offer.
We created a multi-tiered brand strategy the company could grow into, and keep growing.
02 — Naming
Anna Lucia, formerly called Anna Lucia Events, has affectionately used the initialism ALE since its launch.
For this rebrand, ALE needed help with naming as it prepared to launch several sub-brands.
We convinced the Anna Lucia team to drop “Events” from its name, retaining recognition but offering room to encompass all future possibilities.
As such, the lost “E” could take on variable meanings depending on the situation.
03 — Messaging
Story.
Anna Lucia is driven by thoughtful service and the joy of intimate, elevated environments. From life-defining events to inspired insights, Anna Lucia delivers a sensory experience with every offering.
First established as a premier event planning and design company, today Anna Lucia is a global brand that defines boutique excellence across the event, art, and lifestyle spheres.
Mission Statement.
Outstanding detail, service, and execution.
From the endearing balance of Anna’s welcoming nature and discerning taste, our events redefine the celebratory space – and unlock a world of possibility.
As the Anna Lucia brand evolves, its founding mission remains a touchstone. We exist to distill the feeling and promise of our events across all platforms, from innovative activations to personalized solutions for everyday life.
Brand Pillars.
Cohesive Community. Every element of the Anna Lucia brand is measured to the same standard of excellence. This encompasses our partnerships, relationships, and community initiatives.
Worthwhile Journeys. We see each project as a journey from start to finish. This philosophy extends to our internal business model: lead with curiosity and you'll carve a path toward growth.
Creating a Sense of Home. The feeling of home should exist across the senses, evoked through touch, sight, scent, taste, and sound to create an atmosphere of safekeeping.
Rarified Design. Authenticity and purpose are cornerstones of our design and aesthetic. We cannot be replicated.
About Anna Lucia — B2B
Anna Lucia is a global lifestyle brand with influence across the art, design, and event space. Building from our founder's celebrated career as a luxury event planner and designer, Anna Lucia encompasses the following sub-brands:
Weddings & Social for milestone occasions
ALE Co. for corporate events and partnerships
House of Lucia for lifestyle products and content
The A List for exclusive membership services
ALE INK for public art activations and consulting
