Re-branding a global software businesswith a concept driven identity


Identity Design

April 2015

Axsy are a global payment solutions business based in London, San Francisco and Toronto offering both software and hardware for some of the worlds biggest companies. They operate in a fast paced, high demand market subject to ever evolving change as a result of new advances in technology and changes in user behaviour. Axsy approached us to design an identity that could promote their core values and capture interest from both UK and international markets. Functioning on the same playing field as companies including Paypal, Xero and SquareUp, the challenge was to showcase Axsy's unique offering and position them as an invaluable service leader to encourage a quick uptake of their services.

We designed the identity to offer a confident tone of voice that placed their customers at the centre of their brand. Inviting imagery and an engaging tone of voice helped to immediately define Axsy's values which we combined with a modern, minimal visual language that allowed for wide range of uses across various media. In addition to client specific micro-sites, we built Axsy's flagship website to clearly explain the concept to SME audiences and show how they improve customer experience and sales. Our work with Axsy has been essential to their growth, landing several global B2B partners since launch. The value of our work for Axsy continues to rise, encouraging sales on a global scale and as brand guardians for an ever expanding a highly successful business, we're proud to support their bright future.

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