NEXA
NEXA
From mass to class, it was a tough nut to crack. Taking automobile retail beyond selling cars. Already a big name in the Auto segment as big as India, then how do you grow further? What is it that can preserve and expand a world-leading market share of over 45%? Maruti Suzuki wanted to retain a core customer base and yet appeal to evolving aspirational, global Indian who values personal care, warmth and attention, probably to the newer customer segment in a changing India. It has been conceived to transform the customer experience by going beyond the immediate objective of selling a car.
Introducing NEXA, a new retail experience channel, in addition to its existing network of showrooms.
I was hired in a design agency along with Hakuhodo, the Japanese network, who led initial brand research and positioning, advertising duties and implementation. Creating a brand identity and assets, codified through a comprehensive guidelines document, to be used across showrooms and customer touchpoints. This was further expressed through a dynamic range of applications, including a brand personality book, operations manuals for staff, elements of packaging and on-ground activation, among others.
The Nexa universe is black-and-white, stylised and sleek. We drew inspiration from fashion and lifestyle, to create a brand persona built on stark contrasts, a striking combination of serif and sans-serif typography while allowing limited colours only for product photography.
An intricate grid of lines, designed to create multiple patterns. Besides lending a unique look, the Nexa Lines provide a dash of panache without being too loud and allowing the customer and product to remain centre stage.
A striking combination of serif and sans-serif typography
