The minute I joined Axon Underwriting, I knew a rebrand was in order. Axon Underwriting is a parent company with 5 LLCs/business units nestled within. Each business unit took it upon themselves to adjust the parent logo as they so desired, which led to a very disjointed, non cohesive look (you can see this toward the bottom). It was important that we kept the overall feel, while creating more structure within the design work. This would make Axon feel more legit, more credible, but still unique.
Here is a glimpse into the brand strategy walkthrough, presented and approved by all partners. (Full preview at the bottom of the page.)
AXON BRAND Sneak Peeks
AXON BRAND STRATEGY AND CREATIOn WALKTHROUGH
