Visit Lex

Harnessing the Power of Big Lex

Lexington, KY has always been known for horses, but the Visit Lex tourism board came to BLDG to help them tell the world that there was plenty more to this Bluegrass State hotspot.

Utilizing an adaptation of the iconic blue horse, we built an entire brand system around Big Lex: Lexington’s mascot and cultural signifier. We explored jockey-inspired pattern work and a bold tone that took ownership of everything from bourbon to art and music, helping Visit Lex tell a more robust story of intrigue and culture.