Project
Nexus
Brand identity
Illustration
Nexus (formerly Content Works) is a specialist collective of subject-matter experts offering content services within the natural resources sector. The existing brand lacked clarity and differentiation – it positioned them as generalists rather than trusted experts, making it difficult to communicate their value. The challenge was to create a brand that clearly articulates their expertise and sharpens their positioning with scalability for future growth.
Point, made.
Through early exploration, it became clear that Nexus’ strength wasn’t just in content creation, but in their ability to distil complex, technical ideas into clear, compelling narratives. This led to the central idea: value lies in finding and communicating “the point.”
Built around the idea “Point, made.”, the identity focuses on clarity, precision, and connection to audience with:
A deliberately minimal visual system that ensures messaging remains the hero
A brand mascot, Pointer, to bring charm and memorability, inspired by the Pointer breed known for seeking out and uncovering
An intentionally imperfect illustration style for distinctiveness and approachability that extends into a wider set of visual metaphors which reinforces the idea of uncovering “the point”
Details
Project
My Role
As lead designer, I drove the creative direction from early concept development through to final delivery. I led the development of the chosen brand direction, refined the visual and conceptual system, and ensured consistency across all touchpoints. This included delivering a comprehensive brand toolkit, detailed guidelines, presentation templates, and a scalable illustration system.
Studio
SomeOne Sydney
Creative Team
Creative Direction — Tom Dabner
Client Services — Rebecca Bosustow
Brand Strategy — Tom Dabner
Design — Michelle Jin (Lead), Tom Dabner, Julien Bertouille
Illustration — Michelle Jin
Motion — Tom Dabner