Geometric typefaces are a popular choice for marketing and design agencies of all kinds at the moment. Nexa is a less-obvious choice however, and it’s good to see. Compared with the familiar names (we see Futura, Proxima Nova and Avenir most frequently around these parts), Nexa has a more unusual, idiosyncratic character, its circular geometry is more overt, which also makes it somewhat wider.
In use here by UK PR and marketing agency Boomerang, it creates an open and spacious feel – particularly for the headlines and call outs.
The designers have also chosen it for their mid-length text settings, where it performs okay in the shorter paragraphs, but something a litle heavier with more conventional text proportions would have been a better choice for their article layouts, especially given the reversed out color scheme. Neuzeit Grotesk would have matched conceptually and retained the overall aesthetic, while making for a more comfortable reading experience.