Digitalizing a leading Upper Austrian media agency

LX media, a leader in holistic online experiences, faced a challenge: their brand no longer reflected their digital innovation. Like an outdated LinkedIn profile photo, it failed to capture who they had become. As Creative Lead, I guided their digital transformation, crafting a fresh brand positioning, developing the creative concept, and leading a talented team to create a bold new visual identity. We built digital brand guidelines to ensure alignment across all touchpoints, launched a website and awareness campaign to unveil the rebrand. As a result, LX media’s identity evolved into a modern, forward-thinking brand that matched their expertise.

To craft LX media´s new brand positioning, I applied Simon Sinek’s Golden Circle framework to uncover their core essence. Starting with the "Why," we identified their belief in simplicity: LX media exists to transform complex challenges into intuitive digital solutions that are clear, effective, and user-friendly. Next, the "How" emerged: a UX-first approach with a strong focus on early-stage research to minimize development costs while maximizing impact. Finally, the "What" became clear: LX media doesn’t just build wireframes, code pages, or manage social media — they create holistic digital experiences. These insights formed the foundation for all future communication, ensuring every touchpoint reflected their purpose and methodology.
The creative concept was inspired by LX media’s commitment to constant iteration in pursuit of the best possible UX. Building on their approach, I developed an insight that defines their process as a journey — one that guides clients through the evolving loops of digital experiences. The helix became the central visual metaphor, representing this iterative journey. Its dynamic, continuous form symbolizes growth, refinement, and the seamless connection between each stage of the digital experience.
The new website of LX media reflects their core belief in simplicity while embracing a fresh, modern, and distinctly digital aesthetic. Leading the design and content teams, I ensured that every element — UX, UI, and content — aligned with the brand positioning. The sleek black dominance and a splash of cyberlime sets a cutting-edge tone, enhanced by captivating micro-animations that bring the interface to life. Striking photography, which I art-directed in a reportage style, captures agency's “tech gurus” in their natural habitat, adding authenticity and personality to the brand. Dialogue elements are woven throughout the site, symbolizing the interactive nature of the user experiences LX media creates. The result is a cohesive, visually stunning website that embodies the agency’s mission to craft holistic digital experiences.
The rebranding journey for LX media was a meticulously structured process that ensured every element of the brand reflected their essence and resonated with their audience.
  1. Brand Positioning: The journey began with extensive interviews with LX Media’s management and employees, combined with a thorough analysis of competitors. These insights helped define the brand’s core values and set the foundation for their new positioning.
  2. Creative Concept: Building on the brand positioning, I developed the creative concept, crafting the visual building blocks that would shape LX Media’s identity.
  3. Prototyping: The design team translated the creative concept into prototypes for key touchpoints, including the website, social media posts, and corporate collaterals.
  4. Digital Brand Guidelines: To ensure consistent application of the new brand, we developed comprehensive digital brand guidelines on Frontify that all stakeholders could easily understand and apply.
  5. Beta Launch and Testing: We conducted a beta launch to test the clarity of the guidelines and assess how well the brand assets resonated with the target audience.
  6. Polishing and Finalization: Based on feedback, we refined the guidelines and finalized the website to ensure everything was aligned and impactful.
  7. Awareness Campaign: Finally, I led the awareness campaign to introduce LX Media’s rebrand to the world, driving potential clients to the newly launched website and showcasing the agency’s innovative approach.
This structured approach ensured that LX media’s new identity was cohesive, impactful, and ready to lead in the digital space.
Credits LX media: Eugenia Kubas (Creative Direction), Urszula Neumann (UX/UI design), Graphic Design (Loredana Sapienza), Doris Himmelbauer (photography), Sophia Hindringer (Product Owner).
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