Building a vibrant design system for AXE’s new The AXE Effect campaign. The idea was to champion self expression in an inclusive campaign that works within the fairly strict bounds of AXE’s brand guidelines.
Client
The Martin Agency
Role
Design Director
Year
2021
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Challenge
The most difficult aspect of the project was to strike a careful balance between adhering to AXE’s rigid brand guidelines & creating an innovative campaign identity.
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Process
Our first step in approaching the campaign identity was to establish which rules we could create and/or bend—starting with electing a system of color families and a style of photography.
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Results
The main expression of the design system was via OOH posters and billboards. Combined with punchy writing, we used the various executions as a way to celebrate both the products and the design system in harmony as the campaign grew massive national traction.
