In search of soul

Making choices that are genuinely meaningful.

“This feels... soulless.” It’s a sentiment echoed globally when discussing a new brand identity or rebrand. Often, the essence of our interaction with an identity gets lost in the intricate processes. In today’s landscape, where AI-driven outputs, spanning from written content to imagery, are on the rise, craft and precision are the key to standing out in a crowded market. That’s why, at Nixon, we’re dedicated to crafting compelling graphic identities that feel authentic.

This requires a delicate balance. An identity needs to capture attention and convey a meaningful message – something that takes a keen understanding of design principles. Every decision we make, whether it’s choosing the right words, colours, photography, typography, or graphics, is driven by a purpose. A specific colour might draw from cultural references, while the inclination of a logo may subtly mirror a unique historical detail. In our process, every minute detail collaborates harmoniously to weave a cohesive and impactful brand narrative.

It's all about the detail

Behind the scenes, our team will meticulously deliberate on design and word choices, so that each element serves a strategic purpose. Some nuances are subtle, almost imperceptible, at first glance, but they all have a role to play in forging connections with people. And ultimately, they all help to inject that essential element – soul – into the brand experience. Our commitment reaches beyond the surface, diving into the intricacies that make a brand not just visually appealing, but emotionally moving.

In a world dominated by automation and artificial intelligence, with cookie-cutter solutions at every turn, we believe in the power of human touch and thoughtful design. It’s not just about creating a logo or an identity; it’s about infusing life, personality, and depth into each visual element. Our goal is that every brand we touch tells a compelling story, leaving a lasting impression that goes beyond the superficial and soulless.

Seeking simplicity

“Simplicity is not simple. It’s very complicated. Achieving simplicity means making the complex clear.” – Bruno Munari

Munari was known for his innovative approach to graphic design, emphasising simplicity, clarity, and functionality. His designs often incorporated a modern and experimental aesthetic.

These found tiles in Seville represent a dedication to craft and a blurring of the lines between typography, design and art. The approach of creating tiles with casts, moulds and glazing provides wonderful moments of artistic accident that as brand designers we’re constantly trying to recreate to craft identities that contain soul.

Bringing Tresco to life

Tresco is an island bursting with life, colour and texture. Each year, we art direct and produce a shoot for its annual journal, working with the island’s marketing team to meticulously plan which areas of the business need a revenue drive. We then balance this sales motivation with rich and compelling imagery that tells the story of island life.

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