Enquiry was undertaken in the form of internal and external stakeholder workshops, as well as 1 to 1 interviews. My job was to analyse and embrace this strategy to let it pave the way for a new identity and message.

A foundation was created, allowing me to design a flexible identity system that ensured the key needs and wants of those audiences were put centre stage. The secondary word after ‘Axia’ is in constant rotation and can be changed to suit the relevant audience, allowing the company to adapt easily with confidence. 

Credits:
Creative Direction: Andy Cooke
Development: Chrish Dunne