AXA is a global insurance and investment management company with a strong presence in Asia. The company operates in diverse markets across Africa, North America, Central & South America, Asia Pacific, Europe, and the Middle East. In Asia, AXA has a significant footprint with around 1000 employees working on the ground to assist customers. The company’s commitment to “Protect what matters” is reflected in its innovative solutions provided by its 145,000 employees worldwide.
Despite its strong foothold, AXA Asia faced with the challenge of reshaping its visual narrative. They turned to Wecreate to seek help for their branding and graphic design. They knew they needed to update their brand identity to connect more deeply with their target audience and stand out amidst the competition in the market.
We developed a design that highlights the diverse range of customers assisted by AXA Asia. It was crucial, conceptually, to emphasise the idea of community and the “Putting the Customer First” mindset that is ingrained in the company’s ethos. The diverse faces of the customers served by AXA serve as a constant reminder to AXA employees that the individuals they are helping lead enriched lives due to the services provided by their company. Several AXA offices in Asia have adopted the “Customer First” wall designs, which have enhanced employee morale and reinforced the optimistic and compassionate ideology that AXA strives to maintain.
