Scott Lerman is a brand consultant, designer, author, teacher, and artist. Best known for his work as a brand identity consultant, Scott helps companies navigate critical moments in the creation, evolution, and extension of their brands. Scott has unusually broad and deep expertise in brand research, strategy, identity, prototyping, development, and implementation. At Lucid Brands, he is responsible for new business development, program team formation and management, as well as project leadership and strategy. Prior to founding Lucid Brands in 2005, he was a senior leader at two of the industry’s premier brand consultancies—Siegel & Gale and Enterprise IG. He is also founding faculty member at the SVA Masters in Branding program, where he uses "Building Better Brands" as a core text for his class.