Defining a vision for growth
Nexa sought a bold rebrand to strengthen its market position and express both innovation and reliability. The new identity needed to capture attention while maintaining the company’s trusted image.
Crafting a distinct and authentic identity
Through extensive mood boards and design iterations, we refined a concept that aligned with Nexa’s values. The final result struck the right balance between modern aesthetics and brand authenticity, setting Nexa apart from competitors.
Discovery
The Approach
I facilitated a three-day workshop with Development, Product Management, and SMEs to define our vision. Through journey mapping and user research, we identified our core challenge: How might we enable users to create and visualize voice agents without compromising performance or overcomplicating the experience?
Our competitive analysis of Siri, ChatGPT Voice, and Perplexity inspired our approach to visualizing voice and managing interaction states. I established five design principles to guide our work: Consistency, Simplicity, Fluidity, Implementation, and Futurism.
The Breakthrough
Through rapid iteration informed by 10+ customer interviews, my team & I explored multiple visualization approaches—waveforms, abstract shapes, and pills. The breakthrough came through collaboration and direct customer feedback, which confirmed that an orb visualization aligned with user expectations while meeting performance requirements. Customers found it organic and approachable, less mechanical than waveforms.
One of my proudest achievements: I worked with engineering to identify Three.js as our implementation solution. This React Library gave us the performance we needed while maintaining visual quality, unblocking the Front-End team completely.
We developed a cohesive brand system with a refined logo, typography, and color palette, resulting in a more recognizable and impactful brand image.
The new identity was successfully launched across digital and print platforms, reinforcing brand consistency and increasing audience engagement.
