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 at &Walsh leaned into playful designs that are juxtaposed with imperfect patterns and raw textures. In executing the rebrand, we wanted to avoid using rainbow tropes and instead selected fresh “spring” colors that are associated with growth, energy, and well-being.
Credits
- Client
- Lex, Kel Rakowski
- Agency
- &Walsh
- Creative Direction
- Jessica Walsh
- Strategy
- Deyvis Rodriguez, Ericka Garcia, Lauren Walsh
- Tone of Voice and Messaging
- Arielle Egozi, Anita Osuala, Ericka Garcia, Motti
- Executive Producer
- Luciana Almeida
- Production
- Emily Jing Sum Chan
- App
- Lex Team
- Website
- Lucas Luz, Jacob Hwan Lee
- Lead Design
- Elinor O'Brien, Lucas Luz
- Lexmojis
- Inbal Sella
- Brand Photography and 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
- 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
- Year
- 2022
