Lexington Partners
Branding, Web Design, Event Design, Motion DesignA leading global investment firm specializing in secondary private equity, Lexington Partners has built its reputation on consistency and excellence. Seeking to modernize its brand while preserving its legacy, Lexington turned to us for a strategic refresh that would reinforce its position in a rapidly evolving financial landscape. Our goal was to craft a brand that honors Lexington’s storied history while positioning it for future success.
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Creative Director: Ivan Caro
Art Director: Yichan Wang
Designers: Yinan Chen, Maddie Coyte, Mari Al-Midhadi
Developer: Jon-Michael Cubano
Challenge
Lexington’s brand needed to better align with its reputation for stability, quality, and long-term success while modernizing to reflect its forward-thinking approach. The challenge was to identify which legacy elements to preserve—such as the iconic flag symbol and maroon brand color—while updating the identity to feel fresh, relevant, and distinctive. The goal was to balance a sense of enduring stability with a refined, sharp presence that conveys acuity and leadership.
Solution
To define the brand evolution, we conducted interviews with 14+ stakeholders to determine what aspects of Lexington’s identity should be preserved and what needed to change. From these insights, we developed the strategy The extraordinary power of stability, which became the foundation for the design system. We refined the wordmark, updated brand fonts, and expanded the color palette while maintaining the signature maroon. A new imagery approach emphasized Lexington’s culture of longevity, captured through an in-office photoshoot highlighting employees—whose average tenure exceeds 15 years—at work.
The brand evolution extended to Lexington’s Annual Meeting, where we developed a complementary event identity that aligned with the new brand while incorporating secondary colors and graphic elements. Unveiled at the firm-wide meeting, the rebrand presents a refined yet familiar identity, reinforcing Lexington’s position as a leader in the secondaries market.
