Bringing a new edge to trading with Axi’s rebrand
Axi is a top 10 global broker with 60,000+ customers worldwide, run by a team whose outlook feels fresh for financial services.
When asked to help them rebrand, we knew we had to do something to reflect their status, passion and vibrancy. We started by getting under the skin of Axi and defining its strategy. After our discussions, we made two bold moves. 1. We dropped the ‘Trader’ in AxiTrader, opting for a more confident Axi. 2. We shaped a single-minded, powerful purpose: ‘to give traders and partners the edge they need to succeed’.
From our new strategy we created the Axi edge – the visual and verbal glue that brings our brand world to life. The edge runs through everything, from striking designs to compelling lines, ensuring cut through on a digital stage.
Brand identity | Brand guidelines | Moving image
“Our new Axi brand identity is everything I wanted it to be – disruptive, transformational and compelling – it brings our brand’s energy to life in a way we haven’t ever seen before. Purple have become a true part of the Axi family! I’ve been constantly surprised and delighted by the creativity and intelligence they bring to the table each day.”
Castrol TLX Xtra
Brand campaign
Castrol
Brand world