Lucid helps build brands that everyone loves

About Us

At Lucid Communications, we believe the key to exceptional results is simple: love what you do, have fun doing it, and most importantly—be great at it.

We’re a full-service, no-nonsense boutique PR agency powered by a small team of senior, results-driven executives. With over 23 years of experience, Lucid has become the go-to agency for sustainable and conscious lifestyle brands seeking meaningful editorial coverage across the U.S. and Canada.

Our niche? Aligning modern lifestyle brands with influential audiences and media. From emerging startups to established names, we’ve developed a proven PR formula that helps brands in hospitality, food & beverage, fashion, beauty, health & wellness, and lifestyle stand out. Whether it's building credibility through high-profile media exposure, launching new products, or crafting thought leadership campaigns, we help our clients grow by making sure the right people are talking about them.

What We Do

At Lucid Communications, we continuously evolve and adapt to new technologies and media strategies to keep our clients top-of-mind and relevant in an ever-changing industry. Whether we're working with major fashion labels, indie beauty brands, wellness companies, or holistic practitioners, we bring deep expertise across all lifestyle sectors.

We work closely with each client to develop tailored strategies that align with — and exceed — their brand, product, and business goals. With a strong focus on clean beauty, fashion, health and wellness, and sustainability, we live the values we promote. Lucid cuts through the noise to tell our clients' stories authentically and effectively.

We offer the personalized service, agility, and cost-efficiency of a boutique PR firm, paired with the experience and senior-level insight typically found at larger agencies. Our proven track record is built on long-standing media relationships — not mass outreach or "spray and pray" tactics. Our up-to-date contact list and trusted industry connections ensure we get your story in the right hands, at the right time.

Lucid has developed a PR formula tailored for small businesses that operates on multiple levels. We secure media placements in key consumer and lifestyle outlets to showcase product benefits while simultaneously positioning brand founders as thought leaders. This kind of layered visibility builds long-term credibility, attracts investors, and helps brands scale faster.

Our approach avoids the common pitfall of short-lived media buzz. By anchoring campaigns in expert commentary and trend-driven storytelling — even when no major news is being released — we keep clients in the spotlight with consistent, meaningful press coverage.

Lucid is proud to be a disruptor in the PR world. We've earned a reputation for delivering big results without the big-agency price tag, often outperforming larger firms in Toronto, LA, and NYC — and doing so with more attention, intention, and care.

Services:

Who We Are

Michelle was born at a very young and tender age.

Roughly 40 years later, she launched Lucid Communications—a modern lifestyle PR agency rooted in creative thinking and shifting perceptions. With a no-nonsense approach to the industry, Michelle has led Lucid into over two decades of successful business. The agency has become known for its personalized client service, efficiency, and the cost benefits of a boutique firm—all while outpacing the results of larger, traditional PR agencies.

Michelle has carved out a clear niche, positioning Lucid as the go-to agency for sustainable and clean beauty brands across both the U.S. and Canada. Her passion for health and wellness, paired with a commitment to conscious living, makes her a natural fit for brands that want their stories told authentically and effectively.

She has served as Regional Director for Fashion Group International in both Toronto and Los Angeles, taught Public Relations to Fashion Merchandising students at the International Academy of Design and Technology, and has appeared as an industry expert both on and off camera. Michelle also finds ways to give back—supporting organizations such as the Princess Margaret Foundation, Second Harvest, Rethink Breast Cancer, The Regent Park School of Music, and The MacLaren Art Centre. In memory of her mother, Gloria, she founded Hit the Slope for Hope, a charity ski event that raised funds to help build the Simcoe-Muskoka Regional Cancer Centre at Royal Victoria Hospital in Barrie.

Michelle splits her time between Toronto, New York City, Los Angeles, and Picton—a cherished hideaway two hours east of Toronto. Regardless of the time zone, she’s most likely hiking with her rescue dog, Iggy Pup, playing euchre on her boat at Toronto Island, or squeezing in a workout class. A former dancer and devoted fitness enthusiast, she fills her calendar with Jaybird Pilates, yoga, and spin classes—sometimes all in one day.

With entrepreneurial grit, boundless energy, and a deep belief in mindful living, Michelle continues to drive Lucid’s mission forward—partnering with sustainably driven and radically inspiring brands. Her bold spirit and industry savvy consistently help clients stand out and succeed. She’s got chutzpah.

* chutz·pah also hutz·pah n : (Yiddish) unbelievable nerve; esteem; boldness.

Alanna serves as an Account Director at Lucid Communications, bringing extensive experience in project management, event coordination, creative design, and social media strategy. She first joined Lucid in 2009 as an intern from Humber College’s Fashion Business program and has spent over a decade sharpening her skills, including completing a Digital Design course at HackerYou.

Known for her clear communication and creative storytelling, Alanna is passionate about connecting audiences with the remarkable brands Lucid represents.

With a long-standing interest in health and wellness, Alanna earned her 200-hour yoga certification with Power Yoga Canada in 2014. Her mindful approach to both work and life aligns naturally with Lucid’s values and clientele. She takes an authentic, thoughtful approach to building and executing multi-faceted PR campaigns that reflect each client's unique voice and vision.

Her deep roots in the wellness industry, paired with her PR expertise, have helped Alanna cultivate strong, lasting relationships with both media and like-minded clients. She thrives in a collaborative environment and consistently helps create meaningful opportunities and standout storytelling for the brands she represents.

Here’s a sneak peek into our Annual Lucid Press Previews, hosted twice a year in both New York City and Toronto for major national media and influencers.

While we continue to travel to key media hubs like NYC, Los Angeles, and Toronto, we’ve successfully expanded our reach by transitioning from in-person-only events to also hosting our bi-annual previews virtually via Zoom. This pivot has significantly amplified our audience, allowing us to connect with media across both the U.S. and Canada—regardless of location.

Even in a virtual setting, we maintain meaningful face time with media guests and receive immediate feedback, with a Lucid team member moderating the chat throughout each session. The best part? We now reach more media than ever before—far beyond the limits of a physical venue.

To date, we’ve hosted over a dozen successful virtual previews, each drawing more than 100 top-tier media outlets. These events consistently generate outstanding coverage for our clients—keeping their brands top of mind and delivering an immersive, near hands-on way to share their stories and spotlight key products and launches.