Bringing a new edge to Axi’s brand world
Founded in 2007, today Axi’s digital trading platform is trusted by 60,000+ traders in 100+ countries. This strong-performing global business previously managed a house of brands. Our brief was to refresh and simplify the brand architecture and define an image that better reflected the technology, customer service tools and other advantages Axi offered their customers.
When asked by the founders to help them rebrand, we knew we had to do something to reflect their stats, passion and vibrancy. We started by getting under the skin of Axi and defining its strategy. After our planning stage, we made two bold moves. First, we dropped the ‘Trader’ in AxiTrader, opting for a more confident Axi. We then 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 world | Distinctive brand assets | Design systems | Moving image | Brand guidelines
That’s fascinating…
After extensive interviews, the Axi edge was built around the team’s obsessive determination to help their customers succeed, whether through tech, training or service.
“Our new Axi brand world 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