Nava is the Western answer to China's Belt and Road Initiative (BRI). Using methods from agile, lean startup and design thinking, Nava helps Western companies to 're-imagine' the challenges they're experiencing from the BRI into opportunities.
Creating their brand identity, my main focus was on the Customer Experience (CX). From the initial contact all the way through to the running of a Design Sprint (a BRInstorm, if you will), the CX needed to align.
The overall aim was to clearly communicate the company's proposition (ensuring smooth onwards sailing); to simplify complicated challenges, translating into Nava's tone of voice as well as into the UI design of confirmation emails; and to be helpful and accessible.