Axo, formerly Upgrade Labs, sought an entire new brand overhaul.
As a team-lead I proposed a brand style that led to the new name and visual literature. We wanted something that felt grounded, ambitious, wise and sophisticated. I came up with the visual idea of Baroque Futurism, and from within this exploration, we discovered the new name Axo. Inspired by the regeneration of Axolotls, Axo provides clientele with medical testing and a personal designed system to best track, treat and take control of one's own health. You'll see here a sampling of the larger brand guidelines which I personally designed and the website mockup that I oversaw the creative direction of.
As a team-lead I proposed a brand style that led to the new name and visual literature. We wanted something that felt grounded, ambitious, wise and sophisticated. I came up with the visual idea of Baroque Futurism, and from within this exploration, we discovered the new name Axo. Inspired by the regeneration of Axolotls, Axo provides clientele with medical testing and a personal designed system to best track, treat and take control of one's own health. You'll see here a sampling of the larger brand guidelines which I personally designed and the website mockup that I oversaw the creative direction of.
