Axion Risk Management – Branding & Marketing
Axion is a high-end option in risk management consulting
that was facing major changes as a company. Formerly Mid-American Group, the executive team realized that the stereotype of untrustworthy insurance brokers was limiting their opportunities. The team wanted to build a powerful new brand, Axion, that would embody their virtues of personalized, reliable and premium services and position them as a leader in middle-market insurance.
SERVICES: BRAND MESSAGING / VISUAL IDENTITY / BRAND COLLATERAL / MARKETING / WEBSITE
Diving into their situation, our goal was to give Axion an identity powerful enough to galvanize their team and give them direction in approaching prospective clients. People-first messaging and a fresh design aesthetic would establish them as a more authentic and approachable company while dynamic collateral and a new website would help to set Axion apart in the marketplace.
A new logo was the key for setting the tone for the rest of Axion’s reimagined identity. We designed a logo that utilized two ‘A’ shapes bonded into a helix pattern to represent the strong connection that Axion forms with its clients.
A new logo was the key for setting the tone for the rest of Axion’s reimagined identity. We designed a logo that utilized two ‘A’ shapes bonded into a helix pattern to represent the strong connection that Axion forms with its clients.
The tagline “A Promise That Starts with People” emphasizes Axion’s commitment to their clients’ success.
BatesMeron used a consistent palette of bright, vibrant colors to bring extra excitement to Axion’s brand and incorporated geometric shapes to give Axion an unexpected edge that would help them stand out among lackluster competitors.
Across Axion’s marketing, it was crucial to convey their message in an engaging way. In print, a multi-page brochure and proposal folder display the brand’s refined position and benefits boldly, but simply.
Strategic color blocking and text treatments makecomplex information easy for clients to follow.
For their digital homebase, we gave Axion a ground-up redesign, from new copy and design to programming and development. Knowing Axion wanted to showcase the full breadth of their services, we quickly got to the heart of their offerings with a dynamic and responsive layout. The finished site helped solidify Axion’s place in the market as a fresh, exciting firm consumers can believe in.
“We hired BatesMeron because we knew they were going to perform a deeper-dive analysis into who we really are, who we want to be in the future and how we want to be perceived in the marketplace, and it’s been an absolute game-changer. We’ve now got a brand that we’re so proud of—I’m just really grateful that we made the right decision.”
