Lex
Lex is a welcoming space for LGBTQIA+ people to build relationships, queer community, and connection through conversation and expression. If it’s queer, it’s on Lex. Lex came to us for a rebrand to help them move from being perceived as a queer space for romantic relationships towards a queer space for platonic relationships.
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.
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
LEX APP UI/UX: Lex
WEBSITE DESIGN: Lucas Luz, Jacob Hwan Lee
LEAD DESIGN: Elinor O'Brien, Lucas Luz
DESIGN: Jessica 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, Daniel Plateado
MOTION DESIGN: Daniel Zepeda, Pablo Garcia Robla, Eveling Salazar
LEXMOJIS: Inbal Sella
BRAND PHOTOGRAPHY & VIDEO : Em Gallagher, Lily Mars
CASE STUDY IMAGES: Chelsea Finkel, Jarett Loeffler, Tiffany Thebodeau
MODELS: Mouse Wong, Py Mathur, Jordan Allen Hall, Bea Tal, Shane Mendoza, Bryan Vargas, Dove Murray, Anise, Aliya Hunter, Maxx Love, Sandile Mhlaba, Meadow Cloud, Motti, Jeanette Tran, Elise Geschardt, Terran Scott, Tiffany Thebodeau