WARSAW, Poland, Oct 16 (Bernama) -- Axi, a global online trading brand with a presence across multiple markets, wanted a brand that was "globally consistent and locally connected", and adaptable to the requirements of different markets and jurisdictions. Properly Studio designed an identity that adapts market by market, and a site that shifts by jurisdiction.
Axi calls the result an evolution: the logo and the red stay, everything else changed, up to a globally scalable character system. Properly grouped Axi's markets into four regions, APAC, Middle East, Europe and South America, each with its own landscapes and personas.