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Lexmark+Hospitality requested a booth space, but received a full brand refresh. The + within the logo became that little something extra that sets Lexmark apart from the competition — what makes them extraordinary. This simple idea sparked a story that is defining the brand to this day.

The brand book included a die cut + on the cover, and asked the reader to Discover Extraordinary — find their +.

This became the basis for advertisements, the booth space and even a bag giveaway.

In addition, the collections titled Transcend and Diffusion were brought to life with photography, collection stories and brochures. These collections debuted at in the booth at BDNY.

Responsible for overall concept, copywriting, design, layout, space design and photoshoot assistance.

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