Responses by Jones Knowles Ritchie
Background: Driven by impatience with a world where people in wheelchairs are asked to wait for innovative technology, the founders of LUCI came to us with a half-formulated product and a desire to change the industry. LUCI is a first-of-its-kind combination of hardware and software that users lasers, radar and cameras to prevent wheelchair users from collisions, potentially dangerous drop-offs and loss of control, while being connected to the cloud, pushing alerts to users and caregivers in real time.
Reasoning: We saw huge potential for LUCI to be a smart, empowered and vibrant brand that celebrates the users and the technology. LUCI was entering a category that doesn’t seem to care much about people’s health, favors profit over people, hasn’t updated itself to today’s technology and doesn’t offer appealing solutions to its users. We sought to change that by reimagining mobility at every turn.
Challenges: Creating a disruptive brand that would change the entire industry for the better. LUCI aims to create a bridge in the tech divide for those living with disabilities. It allows riders to connect through Alexa, Google Assistant and health devices, opening up opportunities for platform-based innovation and new research breakthroughs. Our ambition was for others in the industry to see LUCI and be inspired to elevate innovation, empower riders and create a more inclusive world.
Favorite details: How quickly all the different stakeholders were able to work together to get this product to families who truly deserve it. Since launch, LUCI is now in the hands of over ten pilot users, the first of which was Betsy, an eleven-year-old from Birmingham, Alabama.
“This is very exciting,” Betsy said. “Now, there’s no risk of me hitting my puppy, my siblings or my walls—or going off any curbs.” Betsy’s mother added, “She’s out playing in the neighborhood like all of the other kids are, but this will give us peace of mind that if something happens with the chair, it will alert me, and I will know that she needs help.” Later this year, LUCI will be made available to the public, helping empower even more wheelchair users.
Visual influences: The logo, visual identity and color palette are inspired by the sensor and radar technology that LUCI uses to guide itself. As far as photography, all we observed in the category were images of empty wheelchairs. So we casted real people like Scarlet Ferguson, Margo Gignac, Tyler Leone, Angela Rockwood, Lauren Lolo Spencer and Candis Welch, who are filled with individuality and confidence, combined with vibrant backgrounds, a style not often used in this sector.
Anything new: 87 percent of power wheelchair riders reported at least one tip or fall in the past three years, and just a 2.5 inch drop is enough to tip a 300 pound power wheelchair onto its user, causing expensive and sometimes permanent injuries, and even fatalities. A 2015 Georgetown University study also found people in wheelchairs are “a third more likely” to be killed in a road accident. Spending time in the lab, we watched the team of engineers work with lasers and radar, and spent a day in a traditional power wheelchair, seeing how difficult it was to navigate what used to be small parts of daily life. Enduring over 25,000 hours of testing, LUCI provides stability, security and connectivity, not to mention the freedom every person deserves.