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. 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.

Agency: &Walsh

Client: Lex, Kel Rakowski

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

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

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