BUSINESS CHALLENGE
For over 15 years, Axel Soft had focused on the promotion and distribution of the ESET Antivirus, its flagship product and on strengthening business relationships with resellers. That allowed it to occupy a top position on the software security distribution market. However, internally, team members had not yet embraced the excitement and sense of pride for this achievement.
The business needed to claim a strong position in its category and bring an energy boost to its team and organization. What made us successful and how can we expand this success both internally and externally? How can we awake the team’s enthusiasm for our achievements and make it visible outside the organization? These were the questions with which the Axel Soft team challenged us.
OUR BRANDING SOLUTION
A Brand Meant To Safeguard Client Trust
We found that Axel Soft is highly customer-centric and consistent in its initiatives and efforts as illustrated by its 24/7 dedicated customer support service. Our findings convinced us that the spirit of Axel Soft can be synthesized its desire to earn and keep its customers’ trust. Hence the brand idea: Safeguarding trust. We also translated it into the corporate slogan “Secured by trust”, to offer team members a convincing and powerful claim to use in their external communication.
A Tech-Savvy, Modern & Bold Identity
How can you visually represent the idea of a defender of trust, always ready to help? We created a unique symbol based on the phrase “Built-In Trust” and we used symbolic arrows to convey both the internal and the external focus of the brand.
We selected a modern typeface and customized it for more tech savviness. We also chose a bold color palette to complement their main product brand (ESET Antivirus).
A New Attitude, A New Brand Voice
We developed a fresh visual language, and a strong, differentiating and empowering tone of
voice to help the brand stand out. Next, we tailored it for several touchpoints (website, ads, corporate video, etc.)
voice to help the brand stand out. Next, we tailored it for several touchpoints (website, ads, corporate video, etc.)
We. Axel. Together We Excel
We created the “We, Axel” internal communication platform to engage the team in the rebranding
process and enhance their trust. The platform promotes the brand’s values and energises employees, motivating them to work together to maximise their performance.
process and enhance their trust. The platform promotes the brand’s values and energises employees, motivating them to work together to maximise their performance.
"Throughout the project we found tremendous goodwill towards our feedback and willingness
to explain and clarify the extent to which our observations affected the agreed strategy. An excellent collaboration during which Brandfusion’s consulting services were as great as their creative ones."
to explain and clarify the extent to which our observations affected the agreed strategy. An excellent collaboration during which Brandfusion’s consulting services were as great as their creative ones."
- Cătălin Gligan,
Marketing Manager, Axel
Marketing Manager, Axel
LONG-TERM IMPACT
The new brand identity was launched for the 16th anniversary of the company.
\ A new brand idea that reflects the spirit of the organisation and encourages the team to evolve
\ A modern brand identity, to ensure the brand’s powerful position in the category
\ A friendly, fresh, and tech-savvy personality, consistently delivered in every touch point
\ An internal communication platform to re-energise employees
