We reimagined them as a modern and highly approachable brand, while still connecting them to their traditional roots. For their new visual identity, we found a way to seamlessly blend both traditional and modern traits to create a logo and design system that felt lighthearted and empathetic. We refreshed their outdated image to create a brand that invokes trust and confidence. Their wordmark was thoughtfully crafted, each rounded letterform working in unison to create a grounded sense of flow and fluidity, reflecting Lyric’s effortless brand experience.