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. 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.
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 Lu
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
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