UI & Digital
Defining a brand proposition to better articulate the benefits of a workspace incubator and diverse learning platform
Having been pigeon-holed as a co-working space, NEXUS wanted to be more clear about its brand proposition; emphasising the benefits available to the NEXUS community members and the core incubator and educational work for creative startups, through it’s subscription platform. They were particularly keen to emphasise the opportunities available for entrepreneurs based in Africa and Asia. NEXUS was keen to establish the brand as a global, aspirational, inspiring network of creatives. COVID 19 accelerated the brand's move to digital, specifically its online accelerator courses, and its ability to cater for a global audience.
ORCA was required to create an intuitive digital experience and brand identity which would help to increase membership signups and improve existing members’ value of the NEXUS brand. Aimed at ‘Metroculturals’, ‘Commuterland Culture Buffs’ and ‘Affluent and professional consumers of culture’, ORCA created a new progressive, challenger brand aesthetic with clearer, direct messaging to appeal to founders, entrepreneurs, business owners and agencies alike.