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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Good branding doesn’t start with a logo or PMS color. It begins with purpose. Not just what your company does. But why. Figure out “why,” and the rest will follow. We’ll help.

Branding Archetype

Just as important as identifying your company’s purpose, is communicating it. Everything you do should reflect that core “why.” Your logo, your color palette, the words you use, the font you write them in, everything is branding. And we do it all.

Brand Identity Design

Successfully deploying the brand you’ve developed takes strategic thinking. Who do you affiliate with your brand? Where is it seen? We leverage focus groups, audits, research, and data analytics to craft effective strategies.

Brand Strategy

Knowing what your brand stands for is one thing. Creating unique ways to present it to the world is another. Our creative team will not only find unique ways to express your brand across owned, earned and paid channels—but also do so in ways that play to each channel’s individual strengths. 

Brand Expression

A brand is a living organism. It requires constant nourishment, upkeep, and protection to grow. Our holistic brand management ensures our clients stay ahead of an ever-changing world.

Brand Management

Branding

Let’s do something great. Together.

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 Work

Kentucky Bourbon Trail<sup>®</sup>

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Overview

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.

Brand Identity

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.

Results

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Food & Beverage

Travel & Tourism

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

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

Birmingham Zoo

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The Birmingham Zoo is celebrating 70 years of being a vital resource for education, conservation, community engagement, and, last but not least, home to over 550 animals from 180 species. Lewis was honored to partner with the Zoo to create a dynamic logomark featuring 4 of its most popular residents — Zachary the Black-handed Spider Monkey, Baron the American Flamingo, Mopane the Reticulated Giraffe, and Gadze the African Elephant — all partying and all proudly integral in the Zoo's ongoing missions of inspiring passion for conserving the natural world. In addition to emblazoning and embellishing an array of Zoo merch, the logomark will be featured in upcoming creative campaigns and celebrations throughout the year.

A bold look for the Birmingham Zoo.

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Hero Doughnuts

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Hero Doughnuts is a boutique chain of high-end pastry shops with a brioche-style doughnut as the signature item. Local chef Wil Drake and entrepreneur Jason Wallis turned to Lewis to ensure the branding created anticipation for their brave brioche treats. In addition to crafting Hero’s brand identity, the Lewis team was challenged to design packaging that was uber-affordable for the brand to begin selling doughnuts at pop-ups to minimize their up-front costs.

Serving the Community in a Hole New Way.

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Serving the community in a hole new way.

Good People Brewing

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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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HighFive Healthcare

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HighFive Healthcare is the expert at helping partnering endodontists and oral surgeons grow their practices. But when they experienced quick success themselves, they looked to our expertise to help them keep growing exponentially.

Taming the monster in the tooth business.

Much of HighFive’s success is due to their unrivaled culture of family, fun, and personal relationships. Unfortunately, that wasn’t coming across in their marketing. So we revamped every aspect of their brand to reflect who they truly are.

Trade Show

Meeting potential new partners face-to-face at trade shows is a critical component of HighFive’s success. But first, you have to get people’s attention. So we created a campaign built around a giant monster. A monster made up of all the time-consuming business tasks that HighFive takes off doctor’s plates so they can care for their patients and their family.

We wanted attention. We got it. The HighFive booth was a flurry of activity all weekend long, with interested doctors stopping in their tracks to check out our monster and meet our team. With our first trade show a resounding success, our monster is ready to hit the road and travel the trade show circuit across the country.

Tradeshow Results

Practice

Rebranding HighFive was just the beginning. With every new partnering practice, we are faced with another unique challenge. From logos, to websites, to referral pads and business cards, we continue to craft beautiful and informative brands that reflect the distinctive personality of each particular doctor and practice.

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Healthcare

Unless you like wasting money, return on ad spend is a necessity. We take a deep and constant look at every touchpoint in your customer's journey. Optimizing areas that are potential hiccups. Why are so many customers abandoning carts? Is it taking too many clicks to get to what they want? Could they be upsold before checkout? In the end, if your marketing dollars aren't converting into sales, something is wrong. And that's exactly what we're here to fix. 

ROAS

Kaiya

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Kaiya is located in the panhandle of Florida next to Alys Beach on one of the last remaining parcels of land on Scenic 30-A. We created a unique name and “pinnacle” brand for this 26-acre boutique, luxury resort. Additional work included a website, collateral, sales center design, street name and signage, followed by a content marketing campaign to build awareness and affinity for future homeowners.

Achieving the perfect balance

Environmental Development

We continued the story of Kaiya by naming buildings and streets, creating marketing collateral, designing the sales studio and interiors, and handling all social media and video content. We also helped identify target audiences, both in local and feeder markets.

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Achieving the perfect balance.

Alabama Launchpad

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Alabama Launchpad is dedicated to helping the brightest young entrepreneurs get their business ideas off the ground. But without an established brand for the state’s largest startup pitch competition, potential competitors weren’t aware of the opportunity, and many who were, found the application process too daunting to even try.

Launching dreams and a new brand in 3…2…1…

Insight

Winning one of Alabama Launchpad’s three annual pitch competitions is about more than prize money. Through mentorship, networking, and yes, capital, participants receive the foundational building blocks to become successes in business and life. So we took those building blocks and built a brand out of them.

Grand Debut

You can’t win if you don’t enter. And unfortunately, entering Launchpad’s competitions was a bear. Especially for those in traditionally under-represented groups. So we streamlined the website, laid out the application process in easy-to-follow steps, and highlighted past winners and current mentors to make everything as friendly and non-intimidating as possible.

By creating a flexible system that radiates youthful energy and optimism, we built a brand that’s poised to rocket Alabama’s best and brightest to uncharted success. Applications from women and minorities are already up, from 30% of total applications the previous year to an encouraging 44% and 56% following our rebrand.

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Casey Jones Distillery

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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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American Cancer Society

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One of the most effective ways to fight cancer is to detect it early. But convincing people to get a colonoscopy at the newly recommended age of 45 can be…awkward. So the American Cancer Society asked us to help them shine some light where the sun don’t shine.

Saving lives starts by talking about rear ends.

Since most 45-year-olds aren’t exactly keen on thinking about their colon health, we decided to put power in the hands of their loved ones. We created a website with a series of humourous, online invitations to break down the stigma associated with discussing colon cancer screenings.

Rollout

Coinciding with Colon Cancer Awareness month, the campaign unfolded across the website, email, and social, following a detailed customer journey that made the process easy to do, share and understand, whether on a 20-inch monitor or a 3-inch phone.

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Cahaba

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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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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.

Bethel University

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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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Seaside

The story of Seaside's creation and unique architecture were already well-known to Southeastern vacation-goers. But like anything original, it was bound to be copied. After enjoying a high level of brand awareness for more than 25 years, this beachside resort faced the challenge of new attractive, and aggressive competition. Our research helped them better identify high-income renters and second-home prospects. We also uncovered the need for updated communications materials, wayfinding signage, cottage amenities and other enhancements designed to further enrich the Seaside experience.

As a result, we were able to help Seaside grow beyond their seasonal focus to become a year-round destination.

Rebuilding the value of a true original.

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Trustmark Squad Student Banking

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Trustmark, a $16 billion bank with markets stretching from Houston to the Florida panhandle, asked us to help them expand banking relationships with younger audiences. While they already had a suitable product that students could sign up for, they didn’t offer a specific student banking product or experience, and identified this as an opportunity for growth.

Capturing tomorrow’s customers today.

“Tried and true” becomes “old and tired” when marketing financial institutions to this rising Gen Z audience, as well as their Millennial and Gen X parents. Our business intelligence team worked to uncover the many nuances of the younger generation when it comes to their unique banking needs and expectations.

By tapping into the desires and priorities of our target audience, we were able to achieve a +64% year-over-year new account increase for the demographic.