Founded in 2011, our client Axia Sports & Media Group is a successful accountancy firm catering primarily to high-profile sports and entertainment clients. Having recently expanded their service offering beyond traditional accounting and tax services, the company’s brand no longer reflected the breadth and depth of their services or the high-calibre clientele they served. We were asked to help the client with a rebrand, with the aim of repositioning themselves as a modern, professional, and engaging accountancy and management services provider.
We started the rebrand process with a comprehensive onboarding session with the client. We reviewed the category and competition, and identified a positioning territory that differentiated Axia as a hybrid between a traditional accountancy firm and a talent management agency.
THE LOOK AND FEEL
From there, we developed a striking and distinctive brand identity for Axia that included monochromatic 3D renders and black and white photography to contrast with the brand’s legacy (and differentiating) teal color. We designed an engaging website that provided all the necessary information about Axia’s services and sectors in a concise and user-friendly manner.
We also developed a tone of voice that catered to two distinct audiences: young footballers and other sports players who need financial management assistance but aren’t sure of the specifics, and experienced talent agents seeking accountancy or business management providers for their clients. The language is straightforward and concise, with additional details available for those who want to know more about what’s on offer.
We covered the basics with website, business cards, social media and printed collateral, but Axia, a business aimed primarily at footballers needed to also look its best in the Axia suite at Wembley Stadium.
The brand refresh has re energised the brand. We positioned Axia as a modern, professional, and engaging accountancy and business management partner for the industries they serve, and in doing so challenged the stereotype of how an accountancy firm should show up. The website redesign received positive feedback for its user-friendliness and clarity, and the brand’s premium, modern, and engaging vibe attracted new high-profile sports and entertainment clients.