Alex Lexington

Project Overview:

Alex Lexington, a family-owned business with over 60 years of industry experience, is a trusted name in Atlanta, Georgia’s gold and silver market. This long-standing history is a testament to our commitment and expertise. After serving customers for eight years from its Midtown Atlanta location, the company relocated to Chamblee, a northern suburb of Atlanta. This move prompted a need to refresh its brand identity to reflect its deep-rooted history, core values of honesty, integrity, and accountability, and its position as a leader in the precious metals industry.

Problem Statement and Approach:

The challenge was to create a brand identity that conveyed Alex Lexington’s established reputation and communicated its continued commitment to customer service and its ambition to grow in a competitive market. The new branding needed to resonate with industry customers and personal/retail clients, particularly wealthy investors seeking alternative ways to invest their money. The goal was to design a brand that would stand out amidst the cluttered landscape of gold buyers, emphasizing Alex Lexington’s unique advantages, such as their in-house refinery and state-of-the-art equipment, which allows them to offer higher prices for gold, giving our customers the confidence that they are getting the best value for their precious metals.

My approach involved extensive research into the brand’s history, values, and target audience. I collaborated closely with stakeholders to ensure that the new brand identity would reflect the company’s legacy and align with its future aspirations.

Solution:

The final brand identity for Alex Lexington exudes sleek elegance and simplicity, representing the company’s sophisticated and trustworthy image. The branding is consistently applied across all touchpoints, including business cards, mailers, promotional materials, and the digital design of the e-commerce website. The website features a thoughtful, intuitive interface that allows users to easily engage with Alex Lexington’s offerings, whether they want to buy or sell precious metals. This cohesive brand identity reinforces Alex Lexington’s position as a leader in the bullion, numismatics, and coin industry, while also appealing to its diverse customer base.

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TOOLS & METHODS

• Strategy and Concept Design
• Generative and Evaluative User Interviews
• Wireframe + Prototyping
• Usability Prototype testing
• Client Management
• Design System
• Tools: Pen & Paper, Adobe Illustrator, XD, Microsoft Excel, Powerpoint