Nexus Identity — Eron Begiqi

Overview

Nexus was preparing for a Series B raise and needed a brand that could carry them through growth — consistent enough to be recognisable, flexible enough to extend into new product lines without a complete overhaul.

The brief: look like the company they're becoming, not the startup they were.

My Role

Brand Designer & Design Systems Lead

Timeline

12 weeks

Team

1 designer (me), 1 illustrator, 1 motion designer

Tools

FigmaAfter EffectsFramerNotionLottie

Deliverables

Logo system (all lockups)
Brand guidelines (120 pages)
Figma component library
Motion design language
Marketing site design

Process

4 phases

012 weeks

Research

Positioning research, competitive audit, and stakeholder alignment before a single pixel was moved.

Competitive landscape audit across 24 companies in the space
Brand archetype workshop with 8 stakeholders
Customer perception survey — 200 responses from existing users
3 positioning territories developed and pressure-tested
'Precise confidence' emerged as the core brand territory

Segment

Count

Score

023 weeks

Wireframes

Exploring visual directions before locking into a logomark.

4 visual directions developed as full mood boards
Logo exploration: 40+ concepts across 3 directions
Geometric mark selected — scalable from favicon to billboard
Type system: custom variable font with 3 optical sizes
Color system: 3 primaries, 5 tints each, accessible combinations documented

035 weeks

Design

Building the complete system — every asset, every rule, every exception.

120-page brand guidelines covering every application
Figma library: 280 components, 12 variants average per component
Illustration style guide with 18 example illustrations
Motion language: 3 signature animations, timing specifications
Photography art direction: tone, composition, subject guidelines

042 weeks

Delivery

Handoff designed for a team that didn't have a full-time designer yet.

Figma library with clear naming conventions and usage notes
Loom walkthrough videos for each brand chapter
Do/don't examples for the 15 most common misuse cases
Asset export scripts for common marketing deliverables
6-month retainer agreed for ongoing brand governance

Handoff specs

Font size14px / 1.6

Spacing8px grid

Radius8px / 12px

Shadow0 2px 8px 0%

Duration200ms ease-out

Components

ButtonCardInputModalToastNav

Outcomes

Results

Component library

Production-ready Figma components delivered

Brand guidelines

Pages of documentation covering every touchpoint

Series B

Fundraising outcome

Brand used in pitch deck — round closed 4 months later

0mo

Zero rebrand

Brand system still in use 18 months later, no overhaul