Projects / LEXI
CompletedLEXI: branding LEI's internship program
1 / 6The shapes and what they stand for: intersection, innovation, growth, learning and teamwork. (The other designer's identity work.)
- Product
- The brand for LEXI, the Learning Engineering Experiential Internship at ASU's Learning Engineering Institute (LEI)
- Role
- Named the program
- scoped and directed the brand
- designed the logo, the notebook covers, the pen, the backdrops, the bottle and the bookmarks
- Team
- Nishad P, with another designer
- Timeline
- Fall 2026, for the program's second cohort
- Status
- Printed through an authorized publisher with ASU brand approval, and handed out to the cohort's students
LEXI, the Learning Engineering Experiential Internship, is LEI's paid internship program, recruiting students from master's and bachelor's programs. I coined the name.
For its second cohort, it needed a brand, in print and on screen.
The job
Kept in‑houseI was tasked to deliver it, and LEI was about to hire an outside graphic designer. I chose to entrust it to the other designer instead. If not her, I would have done it myself.
Scoped before anything was drawnWhich digital and physical pieces we needed, which ASU guidelines applied, what each piece required, and the resources and time we had.
Primary stakeholderLEI's Assistant Director, Software Engineering, who directs the program
How we split it
Throughout, we gave each other feedback.
The other designer built the identity
The shapes, the colour profiles, and the rules for combining the shapes into patterns. She did a fantastic job, and the credit for it is hers. She also made the digital templates, such as the event flyers, and the tote bag, and she was the brand guide's primary author.
I built the logo and the printed pieces
The front and back covers of the 2026 notebook, the pen, the backdrops, the bottle and the bookmarks. I also edited and directed the brand guide, and gave feedback and mentoring on the identity.
Reflection
Branding wasn't new to me. I've done it for websites and applications for a while, but this was my first physical branding in a long time. Back in undergrad at VJTI, I made the brand identity for the Entrepreneurship Cell in 2017, 2018 and 2019, and in 2019 I led SNC, the Startup Networking Conference, the E-Cell's flagship conference. So this came back as muscle memory, and I loved seeing the work become something physical.