AXL Global Consulting – Rebrand
Becoming the Perfect Partner
We kicked things off with a signature BatesMeron Discovery Session—asking questions, getting to know our client and identifying the pieces to form a perfectly told brand story. We left the meeting with the understanding that AXL was undoubtedly a premier organization in their field; they just needed a bit of help communicating that to potential clients.
Our overarching goal had been established: Make AXL feel like a major player in their industry by modernizing and expanding their established visual identity and carving out a unique brand voice.
SERVICES: messaging / visual identity / brand collateral
Expertly Positioning the Experts
Messaging was the first element needed to cement AXL’s rejuvenated brand. We got to work crafting an extensive Messaging & Positioning document, defining everything from brand core and persona to value proposition and positioning statement. We developed audience segments and solidified a standout mission & vision, creating a comprehensive messaging guide for all communications.
Expertly Positioning the Experts
Messaging was the first element needed to cement AXL’s rejuvenated brand. We got to work crafting an extensive Messaging & Positioning document, defining everything from brand core and persona to value proposition and positioning statement. We developed audience segments and solidified a standout mission & vision, creating a comprehensive messaging guide for all communications.
Delivering Personality AND Looks
It was time to evolve AXL’s visual identity to match its authentic personality. We discussed with the client which branding elements should be kept and expanded upon. The logo and core color palette were our foundational building blocks—we developed from there, incorporating the warmth of the AXL team to develop a complete style guide outlining new branding elements, photography treatments and overall aesthetics.
Delivering Personality AND Looks
It was time to evolve AXL’s visual identity to match its authentic personality. We discussed with the client which branding elements should be kept and expanded upon. The logo and core color palette were our foundational building blocks—we developed from there, incorporating the warmth of the AXL team to develop a complete style guide outlining new branding elements, photography treatments and overall aesthetics.
typography
typography
Color Palette
Color Palette
Premier Partnership
We’ve loved working with AXL Global and look forward to supporting their growth in the ever-expanding world of HCM. It’s always a joy to work with such joyful people, and we can’t wait to see where their journey will take them.
Premier Partnership
We’ve loved working with AXL Global and look forward to supporting their growth in the ever-expanding world of HCM. It’s always a joy to work with such joyful people, and we can’t wait to see where their journey will take them.
“We loved working with BatesMeron! They really got to know us and helped us create a brand that felt exactly like ourselves. It was a smooth and enjoyable process and we couldn’t be happier with the final result!”
“We loved working with BatesMeron! They really got to know us and helped us create a brand that felt exactly like ourselves. It was a smooth and enjoyable process and we couldn’t be happier with the final result!”
