Developing a true CATEGORY-CHANGING PRODUCT is the kind of thing most brands just dream about. But how do you market even the most unique innovation when what the brand really offers is a BETTER WORLD?
A DIFFERENT KIND OF CHALLENGE
This fledgling brand came to us with ground-breaking products and processes that fit right into the construction category–along with some outsized dreams of elevating our shared planet in ways that extend beyond building. The unique challenge we faced: how might we effectively position them as a construction enterprise without limiting their future evolution into a lifestyle brand that will eventually claim its place beyond that single category?
IT’S NOT THAT EASY BEING GREEN
We worked hand-in-hand with key organizational stakeholders to develop a name, Nexii, along with a brand story that authentically differentiates them as a new kind of builder; one with a vision that reaches far beyond the perceived limits of construction. This ownable narrative celebrates Nexii’s revolutionary, first-ever approach to providing greener, safer, healthier places to work and live, while laying a groundwork for future innovations developed to address sustainability in other essential categories.
CHANGE THE BLUEPRINT. CHANGE THE PLANET.
We then evolved this strategic naming and brand story work into a visual identity that easily extends across multiple categories, allowing and encouraging Nexii to embrace new environmental challenges. The Nexii visual and messaging platform provides a foundation to both inspire and accommodate the brand’s evolution as it takes on whatever challenges its own future–and our planet’s–might hold.
MAGNIFYING the MICROBE to birth a new brand identity.