Lexima is a company in the Netherlands and Belgium that provides educational tools and resources for people with learning and reading challenges. Their mission is to promote literacy and numeracy so that everyone can function optimally in our information-driven society. In 2022, Lexima reached out after realizing that their identity did not fully align with their target audience, despite numerous efforts. They also needed a better alignment with the Belgian market, which at that time did not meet their objectives, and were preparing for a broader international expansion.
We embarked on an extensive brand research process, which revealed that Lexima had a distinctly Dutch character and tone-of-voice. This needed to be adapted in order to appeal to a wider audience. We revamped the brand, emphasising the ‘X’ to symbolise the goals people set when using Lexima tools and resources.