LRXD has been named the first agency of record for First Western Trust. The agency will handle the private bank and wealth management firm's creative, including print, direct mail, experiential and the design and development of all websites, email campaigns and interactive web initiatives. "We've served as First Western's creative extension for individual projects since 2010," said Kelly Reedy, CEO of LRXD. "But the bank's new leaders see the value of involving LRXD in a more strategic way." LXRD developed First Western Trust's "Connected View" positioning: the idea that every financial decision is linked, and having an awareness of their relationships provides an undeniable advantage. New work launches in March.