Lex, 2023

If it’s Queer, it’s here.
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—without falling into tired rainbow tropes.

The idea - A queer playground, always in bloom.

We reimagined Lex as a dynamic, ever-growing space—a celebration of exploration, self-expression, and the many ways queer people form connection. The design is playful, imperfect, and full of raw textures and organic energy.

We used a fresh “spring” color palette to evoke growth, joy, and emotional intimacy—steering clear of corporate Pride clichés in favor of something more lived-in and alive.

Lead Design - After my concept was chosen, I led the team owning the visual direction and ensuring creative cohesion across all touchpoints.

Outcome - The rebrand helped reposition Lex as a queer social platform that centers community over coupling. The refreshed identity now supports a wider spectrum of features, events, and content—rooted in the system we built.

Lex currently has 1M+ downloads, is active in 200+ countries, and holds a 4.4-star App Store rating as of April 2025—signaling global reach, strong user engagement, and cultural relevance.