Agency ‘Breaks the Natural Order’ So Brands Can Break Through
Female-owned, full-service agency Cornett has launched a visual identity that taps into the eccentric brilliance of the natural world. Inspired by the natural beauty of Lexington, KY the agency’s HQ, the look reflects the ingenuity of carnivorous plants: to thrive in the toughest environments by outsmarting, outcompeting, and out-creating the competition.
The new identity goes hand in hand with a refined agency positioning. “We break the natural order for established brands in crowded spaces,” said CEO Christy Hiler. “Sometimes that means helping our partners diverge to new places so they can outcompete and thrive — other times, it means breaking down long-held conventions in our industry.”
The visual identity is anchored by Oddrey, a colorful, one-eyed carnivorous brand mark that embodies Cornett’s approach. “Oddrey represents our values in motion,” said Hiler. “She’s watchful, she’s strategic, and when it’s time, she’s deadly effective.” Adds Group Creative Director Jason Majewski: “Like a Venus flytrap, we don’t survive by playing it safe. Big, thorny challenges demand big, surprising ideas.”
To bring this vision to life, Cornett’s design team collaborated with artist Ana Miminoshvili, whose surreal interpretations of botanicals bring an added level of symbolism. The one-eyed mushroom stands for inquiry and constant curiosity, while the flytrap ensemble celebrates agility and surprise — all nods to Cornett’s creative ethos. Meanwhile, the agency’s new wordmark leans on high-contrast letterforms that remain crisp and legible, elevated by distinctive serif details inspired by organic plant forms. Complementing the wordmark is a refreshed color palette and a versatile font system designed to balance a refined, serious side with a bold, playful spirit.
Credits include: Group Creative Director – Jason Majewski, Art Director – Nicole Kukurugya, Sr. Art Director – Randy Steward, Creative Direction / Art Direction – Patrick Simkins, Associate Creative Director – Kathy Martinolich, Sr. Copywriter – Coleman Larkin, Associate Graphic Designer – Claire Kirner, and Sr. Creative Ops Manager – Cathryn Hahn.
Cornett clients include Busch Light, Natural Light, A&W Restaurants, LEGOLAND, Top Ramen, VisitLEX; the agency has won four Ad Age Small Agency of the Year awards (2025, 2024, 2023, 2021)
