Delivering a trading edge
Axi
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.
When the founders asked us to create a new brand world, we wanted to reflect their stats, passion and vibrancy - helping them reposition in a way that championed the technology, customer service tools and all the other advantages Axi offered their customers.
We made two bold strategic moves. We defined a single-minded, powerful purpose: ‘to give traders and partners the edge they need to succeed’. Then we dropped the ‘Trader’ in AxiTrader, opting to be more confident.
From this 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 empowering customers to ensuring cut through on a digital stage.
The brand world seamlessly extended into Axi’s sponsorship with Manchester City Football Club, a partnership that perfectly embodied the ‘edge’ positioning, and later led to pitchloads of engaging content and campaigns.
"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."
