Lex, 2023
Created at &Walsh, we centered the brand direction around the idea of an ever-growing queer playground. A dynamic space that encourages exploration of all different kinds of relationships within the queer community. To capture this idea, we leaned into playful designs that are juxtaposed with imperfect patterns and raw textures. We wanted to avoid using rainbow tropes and instead selected fresh “spring” colors that are associated with growth, energy and well-being. In executing the rebrand, we built Lex’s messaging framework, visual identity and website design & development.
Lex is a welcoming space for LGBTQIA+ people to build relationships, queer community, and connection through conversation. Lex is a welcoming space for LGBTQIA+ people to build relationships, queer community, and connection through conversation.
Scope
Branding
UI/Website
Credits
CLIENT: Lex, Kel Rakowski
AGENCY: &Walsh
CREATIVE DIRECTION: Jessica Walsh
STRATEGY: Deyvis Rodriguez, Ericka Garcia, Lauren Walsh
TONE OF VOICE & MESSAGING: Arielle Egozi, Anita Osuala, Ericka Garcia, Motti
EXECUTIVE PRODUCER: Luciana Almeida
PRODUCTION: Emily Jing Sum Chan
LEAD DESIGN: Elinor O'Brien, Lucas Luz
DESIGN:Jess Gracia, Jiayue Li, Sofia Noronha, Fernando Farfán, Zitong Zhao, Maria Luisa Castro, Luiza Pfeifer, Kristýna Jenčová, Mikayla Hittle, Juanse Carvajal, Fabrizio Morra, Marie Ducrocq, Nika Belskaia, Eveling Salazar, Pablo Garcia Robla, Daniel Zepeda, Daniel Plateado
CASE STUDY IMAGES: Chelsea Finkel, Jarett Loeffler, Tiffany Thebodeau
MODELS: Mhlaba, Meadow Cloud, Motti, Jeanette Tran, Elise Geschardt, Terran Scott, Tiffany Thebodeau
BRAND PHOTOGRAPHY & VIDEO: Em Gallagher, Lily Mars
LEX APP UX/UI: Lex
WEBSITE DESIGN: Lucas Luz, Jacob Hwan Lee
LEXMOJIS: Inbal Sella