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Brand Architecture

From athletics to education to horses, business and bourbon, Lexington has emerged as the iconic center for all things distinctly Kentucky. Though once recognized solely as the “Horse Capital of the World,” it has evolved into an eclectic destination that truly offers something new at every turn. We teamed up with the Lexington Convention and Visitor’s Bureau to find new ways to capitalize on this great city’s iconic identity.

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Existing Brand Audit

An audit of existing branding and communication allowed us to distill all of the brand’s assets and helped us position them to further build presence, reputation and business.

Brand Experience

To define the brand experience, we brainstormed language and imagery that would set the tone of the brand and create an experience that reflects all of the brand’s core values.

Visual Identity

We developed a new identity with the desire to create a cohesive look and feel that would make the brand instantly recognizable and bring the experience to life. The new name helps drive consistency and communicates the brand purpose in a strong, engaging and more approachable way.

Brand Architecture

We also developed a new architecture model that positions VisitLEX as the master brand to capitalize on Lexington’s diverse experiences in a more unified way.

Brand Standards

With a new name and new look comes a new expression and experience. The brand standards manual we created captures the VisitLEX values and core elements and how they should be used to communicate the brand consistently and effectively.

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