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Nexia International, which has a US$3.1bn fee income with notable members including Smith & Williamson and Saffery Champness in the UK, was prompted to review its brand and firm up its position as a top ten player, following moves from a number of rival networks to consolidate under one brand.
Industry worked very closely with the Nexia International marketing team in a collaborative effort over a 12-month period. It undertook regional workshops, competitor benchmarking and extensive research amongst member firms and their clients across Australia, Asia, North America, Latin America and Europe. As part of that process Industry completed an internal brand audit that involved reviewing Nexia member firms’ branding, how they communicated their relationship with Nexia and how Nexia used the brand at a corporate level.
The new brand represents Nexia’s proposition ‘Closer to you’. It also symbolises Nexia’s strengths around the idea of relationships, the global reach and the strong connections and links that have been formed through trust between member firms and their clients.
The new symbol in the logo represents the carabiners that mountaineers use to secure themselves as they work as a team, putting their trust in each other as they climb up the mountain face. The use of gradient creates a dynamism that works well online and in print, alongside the Effra typeface, chosen for its clarity and the way in which it complements the shape of the logotype. The new teal colour is distinctive, fresh and unique to Nexia International.
“Developing a clear market positioning for Nexia International was absolutely key”, explains Industry Partner Sholto Lindsay-Smith. “It has to be crystal clear what Nexia stands for going forward to ensure it presents a united set of values across its membership. One of the biggest challenges was developing an identity that would work across an international network, alongside the individual brands of Nexia member firms, whilst still providing a powerful brand platform with a cohesive look and feel. The new brand has the flexibility to allow larger firms with established brands of their own to carry the Nexia brand endorsement whilst retaining their own identity. Other younger and smaller firms have the option of adopting the new Nexia brand in full.”
Dal Cheema, Marketing and Business Development Manager at Nexia International added: “We pursued a rigorous brand development process which has resulted in a clear strategy and brand platform that allows Nexia to sit comfortably alongside the major global networks. The new brand represents the strength of our relationships, our vast international network and our unrivalled connections. It will help create a stronger community between member firms, with many expected to adopt the new brand in full within the next twelve months.”
For press information please contact Sarah Lawrence: sarah@lawrencepr.co.uk / 07984 422 461.