Redefining what makes you unique is easier said than done. It isn't always about being new all the time. Sometimes it's about looking back and modernizing what you've always had. Visit Lex is the perfect example of this, where we dug deep into the mystique of Lexington, Kentucky's horse racing fame, but took it out of the race tracks and implemented it into every facet of Kentucky culture.
Not everybody loves horseracing, so we needed to find a way to attach the character of Big Lex to Lexington's many other cultural elements (bourbon, craftsmanship, basketball, etc.). Lucky for us, Big Lex turned out to be quite the character.
