From the outset, it was evident that the brand needed to be conveyed consistently, both online and offline, reflecting Lexelle's authentic, relationship-based approach to business. To achieve this, I created a set of guidelines and a brand strategy that were founded on values of expertise, commitment, and reliability. By implementing an authoritative yet approachable tone of voice, the brand's messaging was refreshed and harmonised using carefully chosen photography, typography, colour palettes, and icons. As a result, the brand's image became more uniformed and recognisable across all levels, enhancing its reputation within the industry and strengthening its relationship with customers through all available channels and resources.