Mad River
The visual identity of Nimsdai. The logo and branding and story behind the design.
Mad River: Nimsdai
Nirmal Purja makes the impossible possible. A former Gurkha and Special Forces operative (SBS who led the Nepalese team to a world first summiting K2 in winter this year. We couldn’t be prouder to have teamed up to create his brand identity.
The purpose being to create a brand that embodied his values and could clearly work and be recognisable as a shorthand signature across all his communications: print, digital, social media, signage and merchandise. We wanted to create a brand that was truly built around Nims, his core principles, beliefs and proposition.
These elements needed to be the building blocks and core reference point of everything we did, from the creation of the brand mark, right the way through to how we convey categories of content in comms.
We call these the Six Elements of Nimsdai:
• Nirmal Purja - Former Special Services Operative, Elite High Altitude Exped Leader
• Elite Mountaineer - World records/accomplishments including Project Possible
• Leadership - Sharing his knowledge and approach to help others achieve their goals
• Community - Supporting the Sherpa and their wider mountain communities
• Achieve - Through his belief system
• Protector - Everything starts with meticulous planning and logistics
We began defining abstract forms that visually communicate each of the 6 elements and brought them all together into his unique badge. The strapline, ‘Achieve Your New Possible’ was born from the positive mindset approach he’s adopted throughout his life and career and acts as a ‘call to action’ across all comms.
It was incredible seeing our branding on the team as they summited K2 this year, as well as across his best-selling book, website, social media and all communications.
Since working with Nims his social presence has increased: 132k to 416k Instagram, 42k to 180k Facebook and 23k to 39k Twitter.
