Brand strategy / UI/UX strategy / Creative direction / Design / Art direction / Copywriting
Brand identity / Brand guidelines / UI/UX design / UI/UX guidelines / Web design / Video / Literature / Stationery / Signage / E-marketing / Content generation
Context
Axim is a technology business developing solutions for the end-to-end governance of customer experience, making CX investment more effective for enterprise businesses. To achieve this ambition, Axim set about drawing together best-of-breed expertise across the US and Europe, from technologists, analysts and enterprise architects, to people who could deliver CX at the front end.
Solution
As Head of Experience Design, I joined the team as a creative thinker from outside the technology world, contributing expertise in branding; graphic, digital and experience design; advertising; and integrated marketing experience to the ideation and realisation processes.
Working in a startup in a new market begins with communicating your own story simply and compellingly, engaging audiences who are struggling to understand the issues they face, let alone what the solutions may be. Articulating our own 'reason for being' – The power of the moment – enabled us to articulate our thinking in a wealth of channels and ways, and act as a brand with the cut-through and authority to open doors at C-level.
Outcome
The realisation of the brand quickly enabled Axim to walk among industry giants. Improving CX and building bespoke products and tools for the likes of Avaya and Verizon within months, subsequently providing the foundation and finance for development of an off-the-shelf SaaS product suite.
