Project Overview
Nexus Platform is a growing B2B SaaS ecosystem serving operations teams in logistics and supply chain. By the time they approached us, they had six products operating under inconsistent naming, visual languages, and tone of voice. We were brought in to create a unified brand architecture that could scale across their portfolio while giving each product its own clear identity lane.
The Challenge
Each Nexus product had been designed by different teams at different points in time. There was no shared design language, no consistent typography or color logic, and no documentation. Customers found the product suite confusing. Sales couldn't explain the family structure in a pitch.
Our Solution
We conducted a full brand audit and stakeholder interviews before writing a brand architecture framework. The system uses a master brand with endorsed sub-brand logic — each product inherits core elements but operates with defined accent colors and iconography. We created a comprehensive design system in Figma, a brand book, and digital guidelines for their internal design and marketing teams.
The Outcome
Six months post-launch, NPS scores increased by 18 points. The sales team reported shorter pitch cycles and higher clarity from prospects. Internal teams shipped new materials 40% faster using the guidelines.
