The team at Nexus recognized the need to embrace change in order to achieve business growth and appeal to younger investors. Incorporating new technology and fostering forward-thinking became priorities. But maintaining personalized service remained essential.

With a clear set of business objectives in mind, Nexus chose CASCO to develop a positioning strategy and new brand identity.

First, CASCO conducted strategy sessions with Nexus. The insights gathered from the team led CASCO to create the positioning statement: “Invest ThoughtfullyTM”. This statement encapsulates Nexus' thoughtful approach to their client’s financial future.

CASCO also explored ways in which the Nexus mark could be refreshed to add meaning and a key recognizable visual element. The new identity highlights the 'us' in Nexus by opening the enclosing box that safeguards the mark. Highlighting the word ‘us’ communicates the firm's synchronicity with its clients. It conveys that, together, you are a team working toward the same goal.

The new identity comes together with a careful selection of typography and a deep colour palette complemented by vibrant colours.

CASCO also planned, designed, and developed a new website for the firm. Launched in late 2020, NexusInvestments.com is a re-organized website that features investor resources and a digital version of Nexus Notes, the firm's quarterly newsletter.

Digital presentations, a stationery set, banners, reports, and signage are some of the brand touchpoints that now reflect the new brand.

Visit Nexus Investment Management website.