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Client: Axentia Group
What They Asked For:
Axentia Group started out in 2020 under the brand ‘Ashton Consulting.’ In 2022, they brought in a new partner as Chief Marketing Officer and began to discuss the prospect of changing their name and rebranding their brand identity. They felt that the ‘Ashton Consulting’ brand did not reflect their values or mission and did not help them stand out from other consultancy firms. They wanted their brand identity to reflect their innovative and unconventional approach to consultancy. They wanted it to express that they valued diversity, that they were focused on the client, and that they were modern, forward thinking, experienced professionals.
Axentia Group wanted a new brand identity to accompany their new brand name and wanted to launch the new brand across multiple mediums and platforms including a new website, social media, presentations, and marketing campaigns. They wanted a brand that stood out amongst competitors and that illustrates their contemporary approach, a brand identity that they could feel proud of that engages with their audience and market. Axentia were growing, expanding their team, they wanted a fresh new brand that would encourage and inspire new associates and engage more with their target audience. Axentia intends to develop their brand further as the business grows by creating smaller, extended brands that focus on specific areas (e.g. ‘Axentia Biotech’, ‘Axentia Healthcare’.) They asked that the new logo design will include space to allow for these potential additions in the future.
We met with the Axentia team to discuss their position and their goals, to get a better understanding of their business and to learn about their main reasons and objectives for rebranding the company. After our consultation, we began researching the industry and Axentia’s competitors. We found that there was significant potential for Axentia to stand out in the industry. Many of their competitor’s brands were visually very similar, with a conservative look and a corporate feel.
Following on from our research and our discussions with the team, we explored ideas for the new Axentia brand. We focused on their diversity, their combined experience, and their ability to transform businesses as inspiration for imagery and graphics. We created a bespoke, abstract butterfly using a singular gradient line that loops around for eternity. We chose the butterfly to help tell Axentia’s story; they nurture, transform, and grow businesses until they develop into a butterfly and fly off into their world to develop and sustain their growth. The butterfly icon always stays anchored to the typography to symbolise that Axentia will always be with a business at whatever stage of their business journey. This design uses a clean abstract outline of butterfly wings to symbolise transformation, change and growth. The icon uses a continuous line that loops around to portray a sense of fluidity and adaptability. Axentia embrace a forward thinking, innovative, and dynamic approach to consultancy. The logo design aims to reflect this approach, with a bold, clean, and modern design that aims to help Axentia stand out from competitors.
The butterfly icon has been developed into additional brand graphics and assets. It is adaptable and dynamic symbol that can be used to reinforce the brand across different platforms online and in print. It can also be presented landscape or stacked and can be easily amended to add additional words like ‘Transformation’ or ‘Consulting Group’ underneath. The contrast between the dark and bright colour is intended to symbolise the relationship between Axentia and their clients. The coloured gradient in the icon represents the client. The client is the focus at Axentia; helping the client transform their business. Colour should be used sparingly to highlight, emphasise, and accentuate. We selected Montserrat for the font. Montserrat is a modern, clean font that comes with a wide range of weights, and we think it pairs well with the butterfly symbol. We used kerning to refine the proximity of the letterings to ensure the logo looked well balanced. We also included a suggested colour palette. The individual colours make up the full gradient but are intended be used to colour code information throughout the website. The gradient will be used sparingly in the logo and on additional graphics.
We delivered our research findings and presented the logo concept to Axentia. We met with the team and discussed the rebrand presentation. We included real-world mock-ups presenting website designs and print designs and placed their new logo alongside their competitors. The team expressed that the logo design was exactly what they were hoping for. They felt it was bold, modern, unique and gave them the confidence and motivation they wanted to grow the business further. They were very excited to start the next steps and to launch the brand.
We took on their feedback and began to refine and develop their brand identity further. We put together their brand guidelines, colour palette and selected a suite of fonts that they could use for internal purposes as well as client-facing/marketing material. As part of their rebrand, we designed a new set of business cards, email signatures for the team, and a sales presentation. We sent the team a folder with logo variations, their additional brand assets, and brand guidelines, and gave them advice on how to best use their brand and how to implement the brand consistently in their marketing and across customer touchpoints.
Axentia have now launched their new name and brand identity and are successfully increasing their brand awareness and presence online, generating new leads and attracting new clients.
“We approached Gold Rabbit to rebrand our consultancy business. We recently changed our name and needed a new brand identity. Gold Rabbit presented 3 different options to us. We were all unanimous and agreed on the new brand we have now. We all feel so proud of the new brand, and it continues to motivate the whole team. It gives us extra confidence in our meetings and client pitches. We now feel like we have a professional brand that stands out and aligns with our values, offering something different from the consultancy convention. Gold Rabbit brought their insight, creativity, and guidance to the project. They took the time to understand our business, the team, and our aspirations to deliver a bespoke brand identity. We couldn’t be happier with the results.”
CMO - Axentia Group
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