Mercedes-Benz NXT: Branding & Experience
Mercedes-Benz NXT was established as Mercedes-Benz’s sub-brand for digital art and collectibles. Behind it was 0xNXT, the creative studio I co-founded. As Chief Experience Officer, I among other things led the brand development together with designer Larissa Honsek.
The visual language had to keep the Mercedes-Benz corporate identity while appealing both to NFT collectors and to a broader audience.
Brand as Code
The brand’s key elements were so-called “Particles”. They were a nod to the early pioneers of computer art and showed the team’s passion for generative art. The NXT part of the logo consisted of them and they could be found all over the website and all communication materials.
From the start, we planned to turn our brand identity into code that forms patterns and changes color, size and thickness on its own.
With Mercedes-Benz NXT, we pioneered a branding concept in which the logo moved fluidly as you scrolled, breaking apart into its lines and dots and coming back together. It was another homage to computer-generated art, the core of the brand.
In 2026 we finally turned the brand into code with “Composition of colorful particles on black”. Anyone could create animated Particles and thereby own a piece of the brand.
In-Person Experience
For the collection Mercedes-Benz NXT Eternities, I led the design and implementation of an innovative onboarding and minting experience for Mercedes-Benz’s top-customer events. Owning a digital collectible usually meant setting up a wallet and buying crypto. We removed all of that: guests without any prior experience could receive their digital collectible in a few simple steps. Each of them also got a physical “card” with a chip that doubled as a secure hardware wallet.
Impressions
