KINGSTEEL | NexFlow New Technology Brand Film

Context

KINGSTEEL’s sustainable physical foaming process, NexCell®, naturally generates random physical textures during production. While some customers embrace these organic patterns, others express concerns about product consistency—limiting NexCell®’s market potential. To unlock new opportunities, we created a new technology brand for KINGSTEEL: NexFlow. Through creative communication, we transformed these natural flow marks into symbols of sustainability and valuable brand assets, opening up future possibilities for NexFlow.

Strategy

Defining NexFlow’s Core Challenge: transforming technical features into brand advantages. By introducing the concept of the “Native Imprint,” we redefined process textures—where every trace becomes a natural mark of sustainability, turning unreplicable uniqueness into the core value of a technology brand. For KINGSTEEL’s in-house brand designers, we adopted a communication vocabulary inspired by lifestyle and streetwear brands, linking modern attitudes of individuality and diverse lifestyles. This creates a new dimension of dialogue with global clients while opening future possibilities to engage broader consumer audiences.

Solution

Building a complete NexFlow brand system involved defining the brand, designing its visual identity, and creating a brand film as the core expression. From there, we extended three key visuals applied across digital platforms, website, physical outputs, and sales tools. In the film, live action is combined with CG to create a visual dialogue between the foaming characteristics of the material and the dynamic movements of athletes, street culture figures, and contemporary dancers. This approach infuses the technology with a human dimension, showcasing its potential to evolve from pure functionality into lifestyle expression. As KINGSTEEL’s first consumer-facing brand, NexFlow transforms industrial technology into a brand experience with emotional resonance.