LCS
We rebranded LCS Communications and designed and built lcscomms.co around the promise it makes founders: press that helps you raise, hire and grow.
LCS is a New York PR firm for technology companies working on hard problems, from AI to defense to deep infrastructure. Its founder, Luca Sesti, led AI communications at IBM, and the firm lands its clients in Forbes, Bloomberg and Axios.
For a firm that sells credibility, LCS had no identity of its own, just a website template with the name set in a stock font.
Brand
This brand started with Luca and his city. LCS is founder-led, and Luca loves New York, so we built the whole thing to feel like it: the skyline, Liberty and the Charging Bull turn up all over the site, drawn in the same lines as everything else, and the city is the reference we kept coming back to.
The work itself lives between two eras. PR still carries the romance of print, the thrill of a story landing in the New York Times, while LCS spends its days with venture-backed tech companies, so we let old and new share the page. The old is the newsroom: black and white, heavy gridlines laid out like a front page, photographs rendered in scanlines. The new arrives in sparks of color: key words lit in a palette that nods to Apple's old rainbow logo, and buttons that scramble into colored ciphertext when you hover, as if each word is being decoded.
And then there's IBM. It was Luca's last stop before LCS, and he loves the institution and everything it stands for, so it became an inspiration too. You can feel it in the broken stripes of the LCS mark, which grew into the line that draws the rest of the brand, and in the blue that became the first color we let in after black and white.
The fonts pull from old and new too. IBM Plex Sans is the new, tech side, for the logo and the headlines. Newsreader is the old, a newspaper serif for the reading column. IBM Plex Mono handles the data.
The brand book is written for people and for AI. LCS's team can open it as a live page and connect their agents to the repository behind it, so a pitch, a byline or a press release starts in LCS's voice, with its words and none of the ones it bans.
Website
Luca is the biggest Yankees fan we know, so a dead link on lcscomms.co gets you the last time the Yankees won the World Series, November 4, 2009. Not that anyone's counting.
“We get founders into Bloomberg and Forbes for a living, so we're a tough room. Trash gave LCS a brand and a website that look as credible as the coverage we land.”
