smile Magazine

smile Magazine



Hy-Vee wanted to strengthen their brand from within. By building employees’ relationship with Hy-Vee, the supermarket chain hoped employees would better convey their brand’s message to customers. 


Lexicon created smile, a bi-monthly employee magazine that highlights Hy-Vee’s mission and purpose through relatable, engaging content and contemporary design. The magazine informs employees and fosters their role as Hy-Vee brand ambassadors. 

"From the beginning, Lexicon has implicitly understood our objectives and challenges. Its staff consistently provides concise, creative, and timely work that not only meets but exceeds our expectations."

Christine Friesleben
Assistant Vice President, Communications
Hy-Vee Inc.
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