Hola! I’m an Art Director and Designer, I partner with brands to discover and express their unique essence. My approach blends strategic thinking, trend hunting, and a passion for bold, clever design.
Hola! I’m an Art Director and Designer, I partner with brands to discover and express their unique essence. My approach blends strategic thinking, trend hunting, and a passion for bold, clever design.
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.
We delivered custom illustrations of flames, flowers, stars, mountains, and hearts, all of which create a feeling of growing and blooming. The illustrations were designed so that they may be easily combined to make new, playful compositions.
We chose the distinguishable, vibrant “Lex Green” as Lex’s main brand color and built a complimentary expanded palette of “spring” colors that are unique to the blooming space Lex has created. Playful designs are juxtaposed with imperfect patterns and rough textures to champion the raw-edge that traditional social media platforms lack.
We designed and wrote relatable sticker copy lines for the brand and for users to communicate their pronouns, signal to other queer people, upgrade their water bottle or laptop, and to cultivate community off-line.
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
Producers: Luciana Almeida, Emily Jing Sum Chan
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, Eveling Salazar, Pablo Garcia Robla, Daniel Zepeda, Daniel PlateadoLexmojis: 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
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