AXA SME Update

Client:

AXA UK

The challenge:

Create a new look and feel to reinvigorate the AXA SME proposition and launch their new specialist SME Business Unit.

My response:

As supporting logos are not permitted within AXA’s brand guidelines, I developed a simple word mark to apply to all SME documentation. I implemented ‘aqua green’ from the supporting colour palette against the core ‘charcoal grey’ to create a negative space to ensure the new literature stands out from existing AXA documentation.

The bigger picture:

As supporting logos are not permitted within AXA’s brand guidelines, I developed a simple word mark to apply to all SME documentation.

AXA offers various business insurance products for SMEs, including specialised policies for different sectors. With a large SME team, it was important that their market presence was clear and conspicuous to ensure visibility in the market.

I applied this bold look and feel to digital documents including appetite guides and key fact PDFs for brokers. I also designed and developed a suite of HTML emails to drive engagement. This resulted in the SME team growing rapidly and establishing a strong presence in the market.

Project deliverables:

SME wordmark / a suite of HTML emails / key fact and appetite PDFs / proposition document PDF / interactive PDF sales tool / image bank / web assets / branded gifts