Nexeo

WHERE CODE MEETS EVOLUTION

Client
Nexeo Development

Role
Creative Direction
Art Direction
Visual Design

Expertises
Brand Identity
Brand System
Brand Expression
Motion System
Experience Design

Industry
SaaS
Software
Development
Technology

A decade of Digital Mastery

Anchored in the creative heart of Los Angeles for well over a decade, Nexeo established itself as a premier architect of sophisticated digital solutions. Their technical depth spans the entire modern tech stack, specializing in high-traffic mobile applications, mission-critical web services, and complex embedded systems that operate seamlessly across diverse environments. The portfolio reflects this versatility, stretching from dynamic entertainment platforms to the exacting standards of industrial manufacturing processes. This relentless commitment to optimizing client processes and delivering flawlessly well-coded systems not only cultivated a robust, high-level client base but also garnered significant, measurable industry recognition, securing prestigious national honors such as the 2018 Top Web Developer in LA and the highly competitive 2020/2021 Top B2B Company in the U.S. This foundation of proven reliability and technical expertise set the crucial stage for the next bold chapter of global expansion.

The Architecture of Change

After years of operating at this elite level and navigating localized success, the company recognized that its previous identity no longer fully encompassed its global ambitions and refined strategic offering. Nexeo thus initiated a comprehensive, top-to-bottom metamorphosis, shedding its former nomenclature and visual skin to emerge with a completely revitalized name, identity, and strategic operational language. This was far more than a simple rebrand; it was a strategic pivot designed to offer a truly global client experience, enriched with a suite of new services and a profoundly forward-thinking philosophy around technological development. The transformation was essential to signal a decisive departure from standard development practices toward a holistic partnership model that proactively anticipates and solves the complex, emerging technological challenges of a deeply connected world.

Visualizing the Algorithm

To articulate this bold new direction and signal its forward momentum to the global market, I spearheaded the design of a visual language steeped in the concept of systematic evolution and foresight. The resulting identity is a meticulous, integrated blend of innovation and technical expertise, utilizing sleek, modular elements and a refined color palette that visually represents the intangible complexities of software architecture and development flows. This new branding serves not only as an aesthetic upgrade but as a clear declaration of intent. It directly reflects Nexeo’s unwavering commitment to mastering the technological landscape of tomorrow, placing a sharp and relentless focus on designing the intuitive, immersive digital experiences that will ultimately define the next generation of user interaction and ensure long-term business efficacy.

“Thanks to Suleyman, our new brand looks smart, sharp and absolutely fantastic.”

“We are incredibly lucky to have Suleyman's creative vision steering Nexeo's strategic digital evolution. He’s given us a visual language that truly embraces the future and perfectly reflects our commitment to a global, forward-thinking experience in technology.”

Stephan Themis

Chief Executive Officer
Nexeo

BRAND DESIGN & SYSTEM

The future, coded

ARTISTIC RESEARCHES

Progress, create, evolve

My plastic research was focused on a sign that evokes the chevron used in development and the character N. This novel monogram combines the name with the Nexeo philosophy.

At every point, the sign conveys with its contours, its angles, its curves, a captivating visual territory and encourages progression across all mediums.

BRANDING

A true love for tech and people

A complete identity

Deployed on various physical media, the logo is versatile and becomes a strong emblem for a human-oriented company.

USER INTERFACE & EXPERIENCE

An interface in <evolution>

I wanted to ensure a coherence between the main symbol and the entire interface of the website. Simple yet effective online communication and UX is essential and here interplays directly with the heart of the brand identity: innovation, progression, evolution.