Protect The MoonPie

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Overview

Mobile, Alabama is the birthplace of Mardi Gras — a point of pride often overshadowed by New Orleans. And at the heart of that raucous celebration is the MoonPie, hurled by the millions from parade floats to eager revelers lining the streets. More often than not, these delicate pastries end up crushed underfoot before the first bite. It’s a tiny tragedy every Mobilian knows by heart, but no one has ever thought to name.

Working with the City of Mobile, Lewis launched Protect The MoonPie, a homegrown movement that began with a parade snack and became a rallying cry the community chose to own.

Giving a city born to celebrate its next great tradition.

The Execution

Through a website and social media accounts, Protect The MoonPie enabled parade-goers to share their MoonPie moments—saved, crushed, or celebrated—using #ProtectTheMoonPie. Throughout downtown and on parade nights, the team went “boots on the ground”, passing out buttons, posters, and stickers along the route.

    

Protect The MoonPie moved beyond social and into the community itself. Parade-goers recognized it on the route and participated without being prompted. Local media covered the movement. Local businesses, civic leaders, and public institutions joined in, including the Chamber of Commerce, the Sheriff's office, and the Mayor. People didn’t just engage online. They wore it, shared it, posted it, and talked about it on the route. The city recognized itself in the idea.
Protect The MoonPie didn’t interrupt tradition. It honored it. And in doing so, it showed what happens when an agency creates something authentic and impossible to ignore—proving that participation, not media spend, is what builds cultural relevance.

Results

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Food & Beverage

Travel & Tourism

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

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

International Motorsports Hall of Fame

#EE2E24

The International Motorsports Hall of Fame set out to transform the Bill France, Sr. Room into a more engaging and immersive exhibit experience—one worthy of the legacy of the man who helped shape modern motorsports. The goal was to create an environment that better tells his story while enhancing the experience for racing fans and Hall of Fame visitors alike.

Lewis served as the turnkey creative partner for the renovation, leading everything from exhibit design and storytelling to video production, vendor coordination, and installation oversight. By bringing together environmental graphics, multimedia content, and a network of specialized production partners, we helped deliver a modernized space that celebrates Bill France Sr.'s lasting impact on the sport and preserves his legacy for future generations.

Honoring a Racing Visionary

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From corporate headquarters and retail destinations to museums and public spaces, we create environments that bring brand stories to life and leave lasting impressions.

Environmental Design

Birmingham CVB

#E1251B

The word “Birmingham” instantly conjures up strong impressions. We’re deeply proud of our city’s role in civil rights history - but there is a larger story to tell. The Greater Birmingham Convention and Visitors Bureau came to us with the need for a new website and evolved brand identity that reflect today’s thriving Greater Birmingham region.

Say hello to today’s Birmingham.

Insight

Birmingham has a complicated past. And we didn’t want to gloss over it. Instead, we leveraged it, turning the region’s story into one of hard-won progress and joyful growth. To do that, we used dynamic animation, bold typography, and storytelling that was modern and confident. We also carefully considered the needs of business segments like meeting planners and sports marketing.

The new site design has welcomed more engagement from users, evidenced by a +12 point lift in site engagement rate and a +13% lift in engaged site sessions.

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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

We design and develop websites that combine strategy, compelling creative, intuitive user experiences, and scalable technology to help organizations grow with confidence.

Websites

The Ability Machine

#0FB9B6

When a creative agency focused on empowering neurodivergent individuals asked us to help define their brand and design their website, we were all too happy to jump in. Our efforts went beyond establishing a visual identity—we built a brand platform rooted in inclusivity, creativity, and spirituality. Through thoughtful strategy, accessible design, and clear storytelling, we created an expression of the brand that feels both professional and deeply human. The strength of that foundation quickly translated into visibility, with The Ability Machine featured in [Fast Company](https://www.fastcompany.com/91484340/this-new-ad-agency-has-a-secret-advantage-and-its-not-what-you-think) as part of the campaign’s early impact.

Designing a Platform for Neurodivergent Talent to Thrive

The Concept

The Ability Machine logo was designed to convey the ideas of growth, connection, and balance. The triangular form is meant to subtly evoke the idea of the Holy Trinity while simultaneously conveying the notions of strength and stability. The interconnected shapes illustrate the relationship between thinking, creation, thriving and collaboration. Together, these elements reinforce the agency’s mission to create pathways for neurodivergent talent to grow, express ideas, and find their place in the creative world.

The Brand

Building the brand meant striking a careful balance between professionalism and inclusivity. We developed a visual identity and voice that felt credible within the creative industry while remaining warm, expressive, and inclusive. Every decision—from typography and color to tone and messaging—was guided by accessibility and clarity, ensuring the brand could be experienced confidently by a wide range of users. The result is an identity that reflects the agency’s values, highlights the talent it represents, and creates a foundation for long-term growth.

The Website

Along with the branding, we built a website that is fully accessibility compliant and true to the Ability Machine’s mission. The site was designed to meet WCAG standards while showcasing their creative work and sharing the story behind the company. The result is a clean, user-friendly platform that highlights their capabilities, celebrates neurodiversity, and strengthens their brand presence.

This project was a reminder that design can do more than communicate—it can create opportunity. The resulting brand and digital presence provide a flexible, inclusive foundation that reflects the mission, elevates talent, and supports continued growth. The early impact of the campaign was underscored by The Ability Machine’s feature in Fast Company, bringing national visibility to its unique model and momentum to its mission. Ultimately, it shows how creativity, when guided by purpose, can make a lasting difference.

Conclusion

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Retail & eCommerce

Brand Identity is the systematic visual language—from logos to usage rules—that define your brand’s inward and outward appearance.

Brand Identity

Kentucky Bourbon Trail®

#A25630

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.

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® 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.

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We designed and developed the Kentucky Bourbon Trail website from the ground up, creating a modern, scalable platform that captures the spirit of Kentucky while making it effortless to explore distilleries and experiences. At the core of the experience is a fully integrated Trip Builder, allowing visitors to Build Your Own Bourbon Trail® by seamlessly creating and customizing their itinerary directly on the site. The result is an intuitive, engaging platform that transforms inspiration into a thoughtfully planned trip.

Kentucky Bourbon Trail: A Web Experience.

Design

The website design fully embraced the new brand system, translating its typography, color palette, and visual tone into a cohesive digital experience that feels both modern and rooted in tradition. Beyond aesthetics, the site architecture was strategically restructured to better support travelers—making it easier to browse distilleries, filter stops, and quickly find exactly what they’re looking for.

Trip Builder

To make planning easier and more personalized, the website allows users to create an account where they can save and organize their favorite destinations. Visitors can quickly favorite distilleries, restaurants, and attractions as they browse, then add those selections directly into the Trip Builder tool. This makes it simple to turn saved stops into a customized itinerary and plan a trip with ease.

Sharing

After planning their trip, users have an easy way to share their itinerary with others. The Trip Builder allows travelers to generate a shareable link or send their itinerary directly via email, making it simple to coordinate plans with friends, family, or travel companions. This feature helps turn individual planning into a collaborative experience while keeping all trip details organized in one place.

The new website quickly delivered measurable results, increasing visitors and conversions within the first month of launch. The introduction of the Trip Builder also saw strong early adoption, giving users an easy way to explore destinations, save favorites, and plan their visit. As a result, visitors are arriving more informed and better prepared to experience the Bourbon Trail™.

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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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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

Great packaging does more than protect a product—it creates connection, builds recognition, and influences purchasing decisions.