Lexia Learning needed a face-lift. The company had been in existence for 20+ years and they had, over the years, had many attempts at re-branding themselves. With the development of their next gen. reading software Core5 well underway, I pushed for the company to tackle and implement a new brand from the bottom up with the intention of launching at, or as close to, the same time as Core5. I strongly felt the high-impact product we were developing needed to be supported by an up-to-date highly professional corporate image. The brand, at the time, was very dated, did not communicate the dynamic and technologically savvy and innovative nature of Lexia, and was muddied and all over the place.
One of the biggest challenges I faced was to get everyone on the same page. There were many strong voices and reaching a consensus took time, tact, and solid reasoning. The final brand identity and messaging developed provided a much more current and forward-thinking presence.
From the more conservative and “corporate” look of the print identity to a much richer visual presence on the web and in advertising, the new brand developed had been well-received and highly successful. They have, after being fully integrated into Rosetta Stone, revamped their brand again to better align with the color story and brand, but the base we developed can still be strongly seen.
Lexia Identity System - As many of the correspondences went to a more conservative audience, it was important to keep a clean "serious" look. Subsequently, the bulk of the identity package used a very simple and more traditional approach. The exception was the Business card. I wanted a "surprise" to make the cards stand out in the sea of business cards potential buyers get. We flooded the back with the Orange accent color, which made the cards very memorable.
Lexia Website - Homepage
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