Lexington Partners Holiday Card

Lexington Partners’ 2025 holiday card celebrates the season, and in doing so, its international footprint. Geography serves as both a visual device and narrative frame: white dots of snow cascade against a wintery tint of the brand’s “mint” color and resolve into a global map illustration, line-art illustrations of Lexington’s key cities animate across the screen. The subtle animations lend a friendly feel, as do the nostalgic, winter-themed graphics. Like the message — and Lexington’s brand itself —, this humanness and authenticity serve to balance the firm’s institutional feel. The video closes with an animation firm’s flag mark. It’s a small but deliberate detail that reinforces brand recognition with a sense of play.

From the original award submission.