BRAND IDENTITY

CLIENT
xNomad is a marketplace for pop-ups.
They match brands and landlords with the perfect space. By using data, they know where your business should pop up, and when. Welcome to the future of retail.

BRIEF
Build a new visual identity that shows professionalism and trust.

AGENCY
Hyper Island
Student Project

MY ROLE 
Graphic Designer

DELIVERABLE
Brand book
Logo
Typography
Colour palette
Imagery
Tone of voice
Brand guide

KEY SKILLS
Logo Design
Research & Strategy
Client Management

SOFTWARE
Illustrator
Figma

TEAM
Ana Mrdjanov
Frederik Renström
Annika Tidén
Negar Latifian

↓

PROCESS

All steps were revisited in our process, to make sure we based our decisions on strategic insights. Collaboration and iteration were key in our journey.

STRATEGY

IDENTITY

1. LEARN

VISUAL AUDIT

To get an understanding and feel for our client and the pop-up market, we created a visual audit where we could see each brand’s visual expression.

Key insights
The green colour xNomad use is strong and makes them stand out, but the logo could highlight more their mission to connect with customers on a global level.

Key learnings
What lays at the heart of branding is how you feel when interacting with a brand. That’s why a logo should focus on showing who you are, not what you do.

“Branding is a promise of value between a company and the people who interact with it.”

BRAND PYRAMID

So, what value do xNomad add on different levels? We used Maslow’s Hierarchy of Needs to map out and identify their brand promise and purpose.

When a brand stands for more than financial success, it has the potential to stand out.

Answering questions like what you’re doing and why you’re doing them in the first place not only motivates a company and their team, it also shines through. That’s what makes a brand stronger.

BRAND PERSONALITY

The brand personality test we did with xNomad helped them make a stance.

Key insights
xNomad are exclusive, innovative and progressive. That’s how they want to be seen by their customers, and how they should position themselves.

Key learnings
Give our client examples of other well-known companies that have these personalities, to support them in making decisions next time.

BRAND VALUES

xNomad’s core values will guide them in all their future decision-making, here’s how.

Trust
Customers need to feel it to commit to new ways of popping up

Innovation
Continuously explore new approaches to retail

Simplicity
The experience customers should have when booking pop-up stores

2. IDENTIFY

BRAND POSITIONING

We approached xNomad’s brand positioning by looking at what makes them stand out in the pop-up market — an innovative take on retail and data driven decision-making.

The concept of pop-ups isn’t new, but making strategic decisions on where and when to pop-up based on data, is.

Brand qualities such as exclusive, innovative and progressive validated this direction.

3. EXPLORE

LOGO BRAINSTORM

A priority when brainstorming was to keep an overall neutral look, to avoid xNomad from clashing visually with their collaborators.

Our design rules
Modern, elegant, classic, geometrical, simplistic, innovative.

Our design principles
Scalability, simplicity and reproducibility to ensure the design was timeless, functional and easy to implement in different contexts.

4. DEFINE

CONCEPTS

A simplistic design where the hidden “N” and the “x” visually represent a kite. Kites pop up, just like xNomad can, anywhere in the world.

The “x” in the square symbolises an “x” on a map, and serves as a mark for the collaborations xNomad do.
Find a place for your brand anywhere in the world, just mark the spot.