꩜ Brand Strategy • Art Direction • Web & App • UX/UI • Illustration • Social • Marketing ꩜

Lex App

Lex is a social platform for LGBTQ people to make friends, find dates, and build community. With text-based posts, group chats, and events, it serves as an online playground for all things queer.

As the founding designer, I helped lead the evolution of Lex from dating app into a thriving community platform. I guided the evolution of both brand and product design, introducing features that deepened engagement and encouraged authentic connection. Along the way, I established a scalable design system and design team process.

- +6k downloads in the first week of rebrand launch
- Increased Engagement +210% & Messages Sent +320%
- Named as one of Fast Company’s 2024 Most Innovative Companies
- Rebrand in collaboration with &Walsh

“Lex grew up! The app feels much more unified and clean!”

—Lex Investor
CLIENT: Lex
AGENCY: &Walsh
REBRAND CREATIVE DIRECTION: Jessica Walsh
BRAND STRATEGY: Deyvis Rodriguez, Ericka Garcia, Inbal Sella, Lauren Walsh
PRODUCT STRATEGY: Inbal Sella, Maayan Eldar
LEX APP UX/UI: Inbal Sella
TONE OF VOICE & MESSAGING: Arielle Egozi, Anita Osuala, Ericka Garcia, Inbal Sella, Motti
EXECUTIVE PRODUCER: Luciana Almeida
PRODUCTION: Emily Jing Sum Chan
WEBSITE DESIGN: Lucas Luz, Jacob Hwan Lee, Inbal Sella
LEAD DESIGN: Elinor O'Brien, Lucas Luz
DESIGN: Inbal Sella, Jessica Gracia, Jiayue Li, Sofia Noronha, Fernando Farfán, Zitong Zhao, Maria Luisa Castro, Luiza Pfeifer, Kristýna Jenčová, Mikayla Hittle, Juanse Carvajal, Fabrizio Morra, Marie Ducrocq, Nika Belskaia, Eveling Salazar, Pablo Garcia Robla, Daniel Zepeda, Daniel Plateado
BRAND PHOTOGRAPHY & VIDEO: Em Gallagher, Lily Mars
CASE STUDY IMAGES: Chelsea Finkel, Jarett Loeffler, Tiffany Thebodeau
MODELS: Mouse Wong, Py Mathur, Jordan Allen Hall, Bea Tal, Shane Mendoza, Bryan Vargas, Dove Murray, Anise, Aliya Hunter, Maxx Love, Sandile Mhlaba, Meadow Cloud, Motti, Jeanette Tran, Elise Geschardt, Terran Scott, Tiffany Thebodeau