Leksi Brand Identity.
Art Direction, UI design.
Founded by Inès Slama and Noémie Buffault, Leksi is a digital agency specializing in institutional communications. They advocate for a more sustainable way of communicating with audiences, for more “frugality” in digital campaigns, and for more equality.
The two challenges I faced in creating their identity was showing how a small movement can trigger a bigger one (aka. the butterfly effect) and coming up with a design that was light and sustainable when adapted to a digital ecosystem.
I therefore decided to base the whole concept on patterns and optical illusions to give a sense of movement. I chose electric colors both to emphasize their statement and also to root the design in a digital space.