Nexell
Breathing fresh life into a B2B service provider
Brand Strategy | Visual Identity | Message Creation
Consulting
The Challenge
Small but mighty, Nexell is Europe’s first certified Salesforce partner with more than 18 years’ experience implementing Salesforce projects for organizations of all sizes. Nexell approached us for a brand refresh with the objective of differentiating their brand and professionalizing their communications.
A key pain point was that, without clear brand messages or a real visual identity, the company was “reinventing the wheel” every time they created a new marketing tactic, which was an enormous waste of time and money. A core objective for the project was to reduce the time spent on these tasks, while increasing their impact.
The Work
The first step was a brand discovery workshop with the leadership and Marketing teams, during which we uncovered the main elements of Nexell’s brand story. We then conducted internal and external stakeholder interviews, which included all employees, key clients and two Salesforce account managers. The aim of the interviews was to get honest, unfiltered feedback on where the company was and where it needed to go.
From there, we developed the Brand Story and Messaging Architecture of key insights, messages and values that would advance the company toward its clear new vision. Having put the company’s unique value into a cohesive narrative, we worked with Supernature and Shaolin Design to develop a new visual identity that better reflected Nexell’s open, driven and human nature.
We then mapped out the customer journey to infuse the new brand identity into every customer touchpoint. Last, we facilitated workshops with the entire Nexell team to garner feedback and ensure the brand felt authentic from the inside out.
The Result
As a result of the project, the team has reported an increase in external visibility, as well as more engagement and alignment internally. The process for developing new marketing materials is much more streamlined and marketing efforts are more successful. Importantly, the stakeholder interviews made employees and partners alike feel valued and heard, which was integral to the overwhelmingly positive response.
Working with Elissa on our rebrand wasn’t just a marketing exercise— it was a realignment and rejuvenation of Nexell. We have a more professional, streamlined brand identity, but even more importantly, we have a common vision and alignment that has reinforced the team spirit. After 18 years in business, the new messaging and visual identity have breathed fresh life into our brand. Internally, the team feels valued and involved, while externally, it feels like there’s a new spotlight on our company.
— John Sas, CEO of Nexell