A full-service marketing, creative branding and digital communications agency specializing in strategic content creation.

A Full Service Branding and Digital Agency | Lewis

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Your primary visual identifier. It should be unique, simple, memorable and versatile.

Logo Design

A basic identity system is comprised of a logomark, typography, and color palette. A comprehensive identity system can expand to include a much wider array of elements including visual extensions (secondary marks and sub-marks, icons, graphic motifs and patterns, photography and/or illustration tone and style), digital and motion elements, brand voice, and sensory branding (sonic logos or audio signatures, haptics or the tactile aspects of physical brands, and even scent).

Identity System Design

The family tree of your business defining how your brand and its sub-brands interact so that the portfolio stays organized, the public doesn’t get confused, and the company’s identity remains strong across the board.

Brand Architecture Development

Your Bible for maintaining brand visual integrity—a comprehensive print, PDF or digital portal that details how to best use the brand assets. Usually, a living, evolving document.

Brand Guidelines

If branding is the personality of a company, brand identity is the wardrobe.

Brand Identity

Let’s do something great. Together.

Brand Identity is the systematic visual language—from logos to usage rules—that define your brand’s inward and outward appearance.

Brand Identity Work

The Ability Machine

#0FB9B6

Overview

When a creative agency focused on empowering neurodivergent individuals asked us to help define their brand and design their website, we were all too happy to jump in. Our efforts went beyond establishing a visual identity—we built a brand platform rooted in inclusivity, creativity, and spirituality. Through thoughtful strategy, accessible design, and clear storytelling, we created an expression of the brand that feels both professional and deeply human. The strength of that foundation quickly translated into visibility, with The Ability Machine featured in [Fast Company](https://www.fastcompany.com/91484340/this-new-ad-agency-has-a-secret-advantage-and-its-not-what-you-think) as part of the campaign’s early impact.

Designing a Platform for Neurodivergent Talent to Thrive

The Concept

The Ability Machine logo was designed to convey the ideas of growth, connection, and balance. The triangular form is meant to subtly evoke the idea of the Holy Trinity while simultaneously conveying the notions of strength and stability. The interconnected shapes illustrate the relationship between thinking, creation, thriving and collaboration. Together, these elements reinforce the agency’s mission to create pathways for neurodivergent talent to grow, express ideas, and find their place in the creative world.

    

The Brand

Building the brand meant striking a careful balance between professionalism and inclusivity. We developed a visual identity and voice that felt credible within the creative industry while remaining warm, expressive, and inclusive. Every decision—from typography and color to tone and messaging—was guided by accessibility and clarity, ensuring the brand could be experienced confidently by a wide range of users. The result is an identity that reflects the agency’s values, highlights the talent it represents, and creates a foundation for long-term growth.

The Website

Along with the branding, we built a website that is fully accessibility compliant and true to the Ability Machine’s mission. The site was designed to meet WCAG standards while showcasing their creative work and sharing the story behind the company. The result is a clean, user-friendly platform that highlights their capabilities, celebrates neurodiversity, and strengthens their brand presence.

This project was a reminder that design can do more than communicate—it can create opportunity. The resulting brand and digital presence provide a flexible, inclusive foundation that reflects the mission, elevates talent, and supports continued growth. The early impact of the campaign was underscored by The Ability Machine’s feature in Fast Company, bringing national visibility to its unique model and momentum to its mission. Ultimately, it shows how creativity, when guided by purpose, can make a lasting difference.

Conclusion

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Retail & eCommerce

Behind every return on investment is a lot of number crunching. The same is true for marketing. We're equal parts left brain and right. Using data, analytics, and deep insight to inform standout creative. It's how we create advertising that moves the needle and brings measurable ROI. And that's a beautiful thing.

Marketing

Everyone knows that branding is much more than colors and a logo. It's an experience. We craft every touchpoint with thought and care. Creating a symphony of memorable moments from beginning to end. Crafting brands that feel once-in-a-lifetime every time.

Branding

Birmingham Zoo

#ff6722

The Birmingham Zoo came to us with a simple ask–create a logo mark for their 70th anniversary. What they ended up getting was a year-long integrated campaign celebrating the biggest birthday in Birmingham and inviting everyone to get in touch with their inner party animal.

A bold look for the Birmingham Zoo.

70th Anniversary Logomark

To celebrate the zoo's 70th birthday and the amazing diversity of animal species found there, we created a flexible logo that featured four of their most popular animals in a clean, modern, and most importantly, fun design.

Integrated Campaign

To help promote the zoo's 70th birthday, we created an ad campaign that let the animals show everyone how they each like to party in their own particular way. The ads served as birthday invitations to zoo lovers across the region to join the fun in seasonal events throughout the year.

Campaign Event: Cougar Crossing

To promote the zoo's new Cougar Crossing exhibit, we teased a giant present arriving soon. We even had artwork in a local art gallery defaced by mysterious claws. Then we took our larger-than-life gift around town, where it growled at passersby before the big reveal.

Campaign Event: Carousel Reopening

When the newly refurbished carousel was about to reopen, we placed life-size carousel animals on already existing lamp poles to let everyone know another gift was headed back to the zoo.

Cahaba Brewing Partnership

The party continued all year, and when the annual "Zoo Brews" event arrived, we partnered with Cahaba Brewing Co. to create custom Blonde Ale and Hazy IPA designs. The perfect drinks to raise a toast to 70 years of wild.

The Birmingham Zoo's 70th birthday was one no man or animal will ever forget. Our efforts had social media and local news stations going ape, and boosted annual attendance by 10% and saw a 17% increase in zoo membership. A birthday wish we were more than happy to help grant.

Results

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Travel & Tourism

The quality of video production says a lot about the quality of a brand. Whether it's a scripted commercial on TV or a customer testimonial on social media. Our in-house production team provides full-service capabilities. Lighting, shooting, casting, editing and finishing—we do it all from beginning to end. Growth is beautiful. And we make sure it looks that way.

Content Production

Kentucky Bourbon Trail<sup>®</sup>

#A25630

The KBT™ was formed 25 years ago and has grown into one of America’s most beloved ways to taste and explore 46 distilleries, drawing more than 2.5 million visitors annually from all 50 states and 25 countries. After a national search of agencies, Lewis was selected to develop a new brand and website as part of their 25th Anniversary celebration in 2024.

A brand worth savoring.

The distilleries on the trail have created new and elevated experiences that are bringing in a more affluent guest. To better reflect today’s experience there was a need for a new brand identity that conveyed a joyful sense of discovery, elevated adventure, and attainable luxury.

The Digital Experience

In addition to the new identity, creating a new digital experience was critical. A reimagined Kentucky Bourbon Trail<sup>®</sup> that encourages greater exploration, slowing down and savoring the moment in an online experience that’s easier to understand, navigate, plan and enjoy. The new site now allows for better tracking, optimization and understanding of visitors which will in turn help the KBT and distilleries better plan for the future.

The new KBT brand and website launched to raise glasses from across Kentucky and the globe. Leveraging earned media coverage across national and international markets, we reintroduced bourbon’s birthplace to millions of eyeballs and set the stage to welcome even more discerning palates.

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Food & Beverage

Always.bank

#502be5

With over a century of banking experience, 22nd State Bank created Always.bank as a forward-functioning subsidiary built specifically for the needs of small businesses. To introduce the brand, we developed a launch campaign that positions Always.bank as more than a lender, it's a true partner in the entrepreneurial journey. The campaign showcases the deep, ongoing relationship the bank builds with small business, from the initial spark of an idea to the hard-earned victories that follow. With the line "Let's build something amazing", the campaign highlights both the emotional connection and the practical support Always.bank offers at every stage of business, establishing the brand as a trusted ally for small businesses.

A bank built for small business.

Social Media & Thought Leadership

Our social media campaign powerfully highlighted Always.bank’s unwavering commitment to small business owners, emphasizing a relationship built on trust and support through every phase of their entrepreneurial journey. By showcasing authentic stories and tailored content, the campaign illustrated how Always.bank stands by its clients, offering personalized financial solutions and reliable guidance to help businesses thrive at every stage, from startup to success.

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Banking & Finance

Good People Brewing

#3B3B3B

Situation

Good People Brewing had the good fortune of perfecting their craft beer just as the craft beer boom happened. However, in focusing on creating a great product, they had left the marketing and packaging design to a series of freelancers. The result was that each beer looked like a separate brand.

From good to great.

Approach

With new craft beer brands being born every minute, packaging is the single most important tactic in making sure your brand stands out on the shelf. We knew they needed a distinct identity that reflected the care and knowledge that goes into Good People beer.

Solution

We designed a cohesive packaging system for their entire line of beers as well as a new website, a social strategy and video content.

Good People has expanded their brewery twice in four years in order to keep up with increased demand. Sales of all beers have increased and they’ve expanded distribution six times in the past two years.

Result

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Urban Studio

Founded in 1991 and located in downtown Birmingham, Auburn University's Center for Architecture and Urban Studies—Urban Studio—is a teaching and outreach program of Auburn's College of Architecture, Design, and Construction. Urban Studio came to Lewis for help repositioning itself to students, design professionals, and the general public in order to tell its untold story. Urban Studio uniquely combines the academic and professional worlds of architecture and offers value and resources to architects, nonprofits, and other organizations. We think their work is pretty amazing and believe the new brand reflects just that.

Living Perspective

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Living Perspective.

Optilyfe

#ED4D23

Recovery drinks are nothing new. But a “Pre-covery” drink, now that’s something worth talking about. Initially developed by a renowned surgeon to improve his patients’ recovery after surgery, pre-covery is the process of overloading the body with everything it needs prior to exertion. And this formula was ready to help a far larger market than just surgical patients looking to optimize recovery times.

Taking a “pre-covery” drink from formula to checkout.

Everything kept coming back to optimization. By pre-loading the body’s cells with nutrients, this drink wasn’t just optimizing recovery. It optimized performance. It optimized life. Whether you were an athlete performing at the top levels of your sport, a weekend warrior looking to beat your best and keep age from slowing you down, or someone looking to tackle surgical recovery, this drink helped optimize your life. From there, Optilyfe was born.

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Vermont Brewers Association

Vermont Brewers Association represented 56 craft breweries in the state (the most per capita of any state) and has a pretty important role. For starters, Vermont is one of the pioneers in the craft brewing movement, which is a major tourism draw for the state. Yet, the Vermont Brewers Association had a brand that couldn’t stand up to the quality and craftsmanship held by its brewery members. After a national search for branding firms, they chose Lewis to develop a new brand and marketing strategy that would better position the organization for conveying the unique Vermont brewing story.

Beer worth finding.

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Cahaba

#433d39

Our client, a longtime Class A manufacturer, wanted to grow their business by entering the Class B market. Class B, a smaller, more nimble form of RV, often built on a Mercedes Sprinter van chassis, was being purchased by younger audiences for shorter adventures.

Animation and 3D bring a new kind of RV to life.

The Challenge

Lewis has deep roots in the RV industry, with 20 years of building successful sales growth. But now we were asked to take on a completely new kind of challenge: generate excitement for an all-new vehicle that didn’t yet exist. The vehicle itself was still under development.

The Buyer

Class B buyers tend to add more sporting accessories to their vehicles, and have an increased interest in boondocking (camping in remote areas like federal land, as opposed to a traditional RV park with electric and water/sewer connections). They want rugged reliability, some measure of off-road capacity, and a greater sense of adventure.

Design & Branding

Our creative team was deeply involved in the name and design of the new brand. We proposed the native American name Cahaba, inspired by the Alabama wilderness. We also offered significant input into the vehicle’s design and graphics, with a wide range of exploration from our graphic design and 3D artists.

Building Anticipation

We devised a plan to tease the vehicle to our client’s fans while it was still in the conceptual phase. Dramatic images of product details were shared on their owned channels, generating curiosity and excitement among thousands of prospective buyers. We gave the Cahaba its own digital presence with all-new social channels and a website where people could get more information about the vehicle and subscribe to updates. Our team rendered 3D models showcasing different paint schemes and floor plan options. The animation-based approach allowed us to fluidly adapt models in the digital space, even as designs were being finalized.‍

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Casey Jones Distillery

#93674C

Casey Jones Distillery initially approached us to redesign packaging for their Casey Jones Moonshine. However, since research revealed that most consumers had neutral to negative associations with moonshine, we knew it would take more than new packaging to change the way consumers think of the product.

SOLUTION

To position Casey Jones Moonshine as a premium heritage product that’s for everyday use, we had to make it about more than water, corn and sugar. We had to tell the rich story of Casey Jones, the original king of the Prohibition-era Kentucky stillmakers, and his grandson, Master Distiller Arlon “A.J.” Jones. We did this with new identity and packaging, a new website featuring craft cocktail recipes, new print and collateral, new distillery signage and a strategic presentation to their distributor.

Within a short period of time, Casey Jones Moonshine saw a significant spike in sales as well as a major increase in the number of visitors to their distillery.

Distilling a new brand in a new category.

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Alabama Farm Credit

#5f89ad

Alabama Farm Credit was one of Alabama’s principal lenders for agricultural and rural land. But they had an identity and logo largely unchanged from 1963, that was not only dated but visually identical to competing land banks in the state and across the country. AFC needed greater separation from their competitors and to convey the unique advantages to farmers that regular banks simply couldn’t offer.

Transforming a brand and growing Alabama’s future.

Background

Working with AFC is unique because they are farmers themselves. As such, they bring a unique level of guidance and advice to customers that’s only possible when your lender truly understands farming and its economic cycles. Plus, each borrower becomes a stockholder in the organization, receiving an annual check based on the company’s performance. Potential customers didn’t fully understand the depth of partnership that was available to them at AFC.

Powerful campaign elements were created to bring emotion and clarity to the Alabama Farm Credit story, launching the tagline Together We Grow – a positioning based on mutual prosperity. We evoked images and memories of the way farmers have always helped one another through time – the very essence of what AFC still does today. An all-new brand identity transformed AFC’s staid traditional image into a thoroughly modern financial brand.

We took the lead on designing an all-new website to better communicate AFC’s strengths and brand identity. Distinctive new signage featuring our logo now appears across the state. As elements of the brand continue to roll out, Alabama Farm Credit is now far better positioned to grow its organization – and the business of the farmers who rely upon it.

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Bethel University

#F3C300

Bethel University is a private, faith-based university in McKenzie, TN, with satellite campuses throughout the state — comprised of three colleges: Arts and Sciences, Health Sciences, and Professional Studies. They needed help building pride in their brand, while increasing awareness and boosting traditional and online enrollment.

A rebrand increases enrollment and boosts school spirit.

After an in-depth brand audit, we discovered the potential to grow pride internally in addition to opportunities to create an even broader footprint for prospective students in the Middle Tennessee area in three steps:

1. We combined Bethel’s three colleges into one website. By integrating these into a united, modernized Bethel University branded website, we could put Bethel on the radar of new grads all over the state.

2. Our team completely rebuilt the Bethel identity. The visual experience Bethel had been offering online and off was outdated and did not reflect their true spirit. We selected fresh colors and fonts, redesigned their mascot, developed a modern logo, and pulled all of these new designs into really cool, new merchandise designed to inspire their true brand ambassadors — students, faculty, and alumni.

3. We used data and research to select the channels and mediums that would most effectively reach prospective students.

So many universities are quick to advertise with strong directives to be the best — “lead” or “succeed.” However, Bethel’s audience consists of a lot of first-generation college students who are coming into their college experience from a different vantage point. We took an intentional approach of sending a message that told students they’d have a partner walking alongside them in those formative years of college — while they figure out who or what they want to become. The narrative centered around the line, “Become you.”

We consolidated Bethel’s 16 separate websites and developed a new, unified website centered around personalized features to drive applications and interest in the new Bethel. While the website was under construction, we created two temporary landing pages for all digital ads to direct to as part of a data capture campaign to drive enrollment by offering interested students opportunities to learn more. A new personalization feature was added to their site navigation called, “I Am.” It allows users to self-select how they identify — prospective student, parent, etc. — and the content is customized based on that selection.

Then, we met potential students on the platforms they were already engaging with and utilized an omni-channel advertising approach, both online and off.

We saw a 30% increase in submissions on the College of Professional Studies’ Learn More page, which generated more than 300 leads for both schools. The “I Am” page where students self-identify increased in visitor traffic by 706%.

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ALS Network

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Previously a local chapter of a national ALS organization, ALS Golden West provided care management for families in 22 counties in California plus Hawaii. But their geography-focused name didn’t reflect the outsized role the group also plays in fundraising, research, and advocacy. Changes in the ALS landscape led ALS Golden West to seek a new name and brand identity that better expressed their independence, mission and national leadership.

A new name to trust for families facing ALS.

In discovery interviews with families facing ALS, donors, researchers, care managers, and other key stakeholders, we learned that one aspect that makes Golden West unique is the leadership role they play in all three areas: care management, research, and advocacy. Other ALS organizations tended to be successful at one of those endeavors. We set out to build a brand that unified these three missions.

Strategy

A new brand needed to convey energy, optimism, and compassion. We specifically recommended that any new name should omit the service area, to give them flexibility for future growth. It also needed to sound appealing to audiences both inside and outside the organization. We observed that all three of the organization’s key missions involve connection, and identified that as a common thread we could use to  build a larger brand story.

The ALS Network brand launched in January 2024 at the company’s annual gala to widespread acclaim. Stakeholders agreed the name sounded big, useful, and expressed the idea of connection on every level. The brand identity included a versatile logo with a distinctive mark, representing the three pillars of the organization along with each and every individual that makes up the ALS Network. Plans are underway to further assist the ALS Network with their growth goals.