Brand design, Brand strategy, Art direction
Michael Major, Noel May, Paul French, Nicky Davis
Specializing in back-end technology, Axway’s main products center around API, B2B, and MFT solutions. They have around 1,800 employees located globally, and have built a reputation of security and reliability amongst their customer base over the course of 20+ years.
The first step in working towards a more robust identity was to create the brand narrative. Luckily, Axway had done some work in this area to make sense of the archetypal character that the company embodies. Internal stakeholders made it clear that Axway represents an adventurous and helpful explorer. They’re charting new waters, and leaving behind guides so that those who follow can navigate unfamiliar terrain with ease.
Retaining the Griffin Red, the color palette was refined to include analogous hues, differentiating itself amongst competitors. The Roboto typeface was already in use by Axway, but was expanded out to include its plentiful and varying fonts. This, again, gave the visual identity more flexibility the ways that it expresses itself.
This empowered offices around the world to seek clarity in unifying Axway’s communications. It also allowed clearer instruction in partnering with the many agencies that Axway relies on to create brand materials.
Through a concerted effort in laying bare the concerns of brand perception globally, Axway set itself up for an honest look into how we might construct a visual identity that speaks in all the tones necessary. Axway continues to pride itself on the trust and reliability that it has built with its customers. This visual identity allows them to continue to do so, and sets them up for success in communicating an identity based in security and timelessness.
The art direction and copy used for various product launches, announcements, and brand awareness campaigns affords them opportunities to experiment with new directions. These incremental movements on various routes towards the next step in its identity are crucial for brand maturation.