Cornett's New Look "Breaks the Natural Order" so Brands Can Break Through

Sep. 16, 2025

Female-owned, full-service agency Cornett has launched a new 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 new 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.

CEO Christy Hiler said:

“We break the natural order for established brands in crowded spaces. 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.

Hiler said:

“Oddrey represents our values in motion. She’s watchful, she’s strategic, and when it’s time, she’s deadly effective.”

 

From its vivid gradients and otherworldly elegance to its spiked botanical motifs, the visual system is weird, wonderful, and bold. It’s an identity built to grab attention, not wait for it.

Group Creative Director Jason Majewski said:

"Like a Venus flytrap, we don’t survive by playing it safe. Big, thorny challenges demand big, surprising ideas. Our rebrand is a reminder that the remarkable do more than adapt—they win."

 

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.

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 the brand’s refined, serious side with its bold, playful spirit.

The new brand arrives as the agency continues to grow its national presence, bringing sharp creative thinking to brands in need of standout work in crowded categories.