Nintex is a workflow automation company. They recognised that none of their competitors defined themselves enough to stand out in the market. Thus, they decided to engage our team to help with the brand, positioning, and identity to make Nintex the most recognisable and a default “go-to” provider.
Redesign the identity to have a stronger presence and differentiate the business from competitors. The first deliverable to introduce the new identity was a complete redesign of the Nintex website.
Updating an existing identity requires dealing with a lot of pre-existing conditions. Things like equity in the old logotype or existing web hosting services had to be taken into account when developing visual solutions.
During the research phase, we discovered that the Nintex brand has already some unique treats in their current brand that distinguish them from competitors. One of those is the orange colour that stands out in the mostly blue-dominated sector. Another powerful element is the letter “x” that has a lot of equity and recognition that it built over the years. Hence, we decided to primarily amplify and refine the brand, so it does not feel foreign to what it was but is also relatable to the modern businesses and positioned as a confident industry leader. We introduced a visual system that has a lot of flexibility but provides a strong structure and consistency. With regards to the website, the new approach provides a gradual flow of information, from high-level to step-by-step details so the users are not overwhelmed. This is achieved through a reduction of single pages and tighter layouts, clearer hierarchy of information, and use of different types of photography to indicate the level of presented information.