Lex Rebrand 2023

Lex is a text-first social app for queer people, founded in Brooklyn by Kell Rakowski, who started it as an Instagram personals account in 2017 before launching the app in 2019. Its look still said newspaper personals, while the community had moved on to friendships, group chats and clubs. &Walsh's 2023 identity, shaped with feedback from Lexers, recasts Lex as an ever-growing queer playground, avoiding rainbow cliché while keeping the raw, unfiltered text culture people came for.