Nexa’s design strategy was developed step by step based on the watch model (link). We found that although “customer care” is a general characteristic of the country’s construction industry, including Nexa, Nexa’s distinguishing feature compared to other market players was its “modernity” and prominence of the “architectural” element. Nexa’s rebranding was focused on the key statement that the identity of this brand should evoke the personality of an architect rather than representing a luxurious and glamorous construction company like other competitors.
Analyzing Nexa’s brand personality based on Jennifer Aaker’s model, a combination of hidden traits in the tick revealed its nature. Features such as self-confidence and leadership, formality and seriousness, contemporaneity and having an architectural character that led us to choose a minimalist design strategy for Nexa. The Nexa logo was designed by focusing on the horizontal lines of the letter E, and then it was developed into Persian and English logotypes, supergraphics and the names of various projects of this company.
The path followed in Nexa’s rebranding aligned and integrated the basic strategies that were already developed in Nexa’s construction group with the image identity of this brand. We showed that Nexa is like a beautiful architect who uses today’s taste for today’s citizen. Simplicity in the designs, the use of dark color and the minimalist spirit governing all contact points, which are all collected in Nexa’s comprehensive brand book, were our strategic solutions to tell this issue and create more differentiation from competitors.