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There are no secrets to success.

It is the result of preparation, hard work, and applied learning from failure.


The name is an extension of my design philosophy — create meaningful clear solutions for the client and their users – not for myself.

I begin every problem with an open mind, curious spirit and without preconceived ideas to achieve clarity of expression.

Hence, I began Lucidity.

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I’m a curious and creative storyteller based in sunny South Africa. Lucidity is an open, collaborative, and uses collective experiences, design and technical expertise to create meaningful and compelling content for all mediums. Lucidity embraces new challenges with an open heart, a hunger to learn, and a passion for solving problems as a team.

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Since its founding as a modest design studio in 2015, Lucidity has grown into a full-service agency driven by Founder and CEO, Richard Davis. Lucidity has helped world brands with award-winning marketing solutions and user experiences.

Lucidity’s mission is simple — consistently deliver ideas and work that matters and exceeds client expectations. Everything we do, we do in an open, transparent and collaborative environment.

I love crafting beautiful, smart and inspired work that is focused on a business’ goals and their customers. I do this across multiple touchpoints to help organisations achieve their goals.

“Don’t let the fear of losing be greater than the excitement of winning.”

approach: Design Thinking

Lucidity design solutions for intended users. This can be applied to products, business models, branding, and especially digital solutions.

We put the needs of the user at the centre of everything we create, which is the most powerful way to start and finish brand identity projects

To kick things off, we use a fast-paced, user-centric, and facilitated framework that defines and prioritises user needs, creating user journeys, surfaces actionable insights, makes strategic recommendations and produces tangible results that will be deployed on the business website.

This is an integral step in our overall process:

Discover Insights > Define Goals > Execute Beautifully

Within this process, we follow Agile principles in iterative cycles of ideating, executing, and validating.

The result?

Effective, beautiful and beloved brands.

“People are not interested in you. They are not interested in me. They are interested in themselves — morning, noon, and after dinner.”


  • Practice random acts of kindness
  • Embrace and drive change
  • Create fun and a little weirdness
  • Be adventurous, creative, and open-minded
  • Pursue growth and learning
  • Build open and honest relationships with communication
  • Build a positive team and family spirit
  • Do more with less
  • Build solutions, not barriers
  • Be humble

“The secret of success is to do the common thing uncommonly well.”

Let’s work together

Start a project, schedule a talk, or just say hello...

Use this form, email us at [email protected] or WhatsApp/call us on 082 469 4547.

Start a project, schedule a talk, or just say hello...

Use this form, Book a Meeting, email me at [email protected] or WhatsApp/call on 082 469 4547.


Find your voice, understand your customers, and define your goals.


Expressing a company’s personality and values that resonate with customers and nurtures lasting relationships.


Intuitive, user-centric interfaces that engage and communicate clearly on all devices.


Creation of information for a defined audience.