NEXUS 247
SERVICES
CATEGORY
YEAR
About the project
Nexus 247 is a digital commerce platform that let’s customers shop directly from Nexus Mall brands and receive products at their doorstep within hours.
Nexus Select Malls is one of India's largest Grade-A mall networks with 17 properties across major cities. Despite their brand presence in physical retail, their brand hadn’t kept pace digitally. Their existing app, Nexus ONE, was built for parking, navigation and in-mall rewards. It had no real digital shopping identity. We redesigned it into a full omni-channel shopping experience.
my role
My work on the project spanned in-app marketing collaterals, campaign assets, and select UI screens. Most significantly, I owned the visual design of the Nexus Rewards loyalty journey, conceptualising and building the gamified milestone system from the ground up.
Across all of it, the challenge was the same: extending an established brand into new digital contexts without losing what made it recognisable.
the challenge
The existing app was built for utility, not commerce and simply lifting the brand onto a new platform wasn't enough. The design needed to feel native to e-commerce while staying unmistakably Nexus.
core concept
Every design decision came back to one idea: Not a shopping app but a mall in your phone.
kEY DECISION
Gamifying the Nexus Rewards Loyalty Program
Nexus ONE’s loyalty program was transactional — shop, earn, redeem. Moving the rewards experience from a post-order scratch card into a dedicated, always-visible milestone journey meant users could see their progress, anticipate their next reward, and have a reason to keep coming back to shop, both online and in-mall.
kEY DECISION
Adapting the Brand for Digital
For an omnichannel platform, the app needed to feel like the mall or the trust wouldn’t transfer. The existing Nexus brand guidelines were built for physical spaces and needed to be pushed further to work on screen. By introducing vibrant gradients, 3D elements, and the clover shape as a recurring accent, we gave the brand the digital excitement it needed without compromising brand recall.
the impact
The project resulted in a digital-first identity for Nexus Malls, a strong brand alignment across every touchpoint and a scalable design language built to support an omnichannel shopping experience at scale.
Credits
This project was completed at Pineapple in collaboration with the brand, product and motion design teams.
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