Lexen Studios is a hybrid nightlife agency, cultural publication, and discovery platform built to connect venues, artists, photographers, and communities in a way that nothing in London currently does. The idea came from years of being inside the scene and watching how fractured it was, how much creative labour went unrecognised, and how little of what made a night actually great ever got documented or credited. lexen is my answer to that. Across the pitch, the brand guidelines, and everything built around it, I developed the full concept of a three-pillar ecosystem.
lexen pitch deck
This is where lexen started. The pitch deck was my first articulation of the problem I was trying to solve and the system I believed could solve it. I identified the fracture points in the London’s nightlife ecosystem, backed it with consumer and cultural research, and presented lexen's three-pillar structure as the answer. It was the moment I had to prove that this was not just a creative concept but a real business with a real value proposition. Putting it together made me realise how much I already knew about this world, and how much more intentional I could be about using that knowledge- being a real change in an industry I love dearly.
conducted photoshoot
lexen brand guidelines
The brand guidelines document is the full visual and editorial rulebook for lexen. I built the identity from scratch, working through every decision with intention: the choice to stay lowercase, the tension between Aileron Heavy and Plantagenet Cherokee, the way pink became a statement rather than a decorative choice. Every colorway, wordmark placement, photography direction, and content format across Instagram, YouTube, TikTok, and the website is mapped out here. Creating this taught me that a brand only holds together when every element has a reason behind it, not just a look. Intentionality is the only rule that applies to everything.
