NEXGEN CONSTRUCTION
NexGen is on a mission to shift the outdated perceptions, behaviours and culture of the construction industry, and believe gender equity and diversity is a catalyst to bigger cultural change. They needed a brand that spoke to a youth market – assertive, fun and magnetic with an edge of purpose and groundedness. Ready to empower the next generation of leaders in construction and reshape the industry for good.
THE SITUATION
NexGen was founded by Dom Gill, as a non-profit, mission-driven extension of her groundbreaking construction company Urban Core, which champions gender diversity and equity in the heavily male dominated industry. NexGen connects the opportunities of a career in construction with students of all ages and genders, through school outreach and industry ambassadors. The mission is clear, to disrupt, change the culture and future-proof the industry, ensuring that the construction industry evolves with the changing expectations of society and culture. The NexGen brand required a visual language that acts as a call to arms – full of ambition and confidence that would connect and inspire young people to rethink and reshape the industry.
THE SOLUTION
The NexGen brand captures the youth market through an optimistic, bold visual energy and tone of voice. Aligned with their core mission, the identity combines bright colours and inspiring messaging with with robust typography and organised layouts, remaining free from stereotypes.
Every element has been intentionally crafted. A strong, structural wordmark is the cornerstone of the identity, with subtle symbolic features and geometric construction, signalling progress and confidence, and resonates equally with students and the construction industry. The vivid lime is inspired from site safety gear while the graphic elements are largely typographic and include construction tape and a stamp system inspired by the unapologetic spirit of protest posters.
Together, these considered choices create a brand rich in meaning, free from clichés, and genuinely powerful in its purpose – to Ensure that the spaces we move through will one day be built in equal measure by the people who end up using them.
“We are so proud of the work you did for us.
Very powerful.”
DOMINIQUE GILL, FOUNDER & MANAGING DIRECTOR, NEXGEN & URBAN CORE
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