For 15 years Axel Soft has focused on distributing ESET Antivirus, one of the best-selling antivirus solutions, on strengthening relationships with partners and communicating the product brand. This made it to the top of the security solutions distributors. But internally, among the team members, a sense of pride in this achievement had not yet developed.
Business needed to take a strong position in the category of security solution providers and bring a boost of energy within the team. What has brought us success and how can we carry it forward, both internally and externally? How can we awaken the enthusiasm of the team towards this achievement in order to make it visible on the outside as well? These were the questions we were challenged with by the Axel Soft team.
The strategic decision was to animate the organization around a new identity that would represent it, reflect the spirit of the team and what makes it unique. And a fresh direction of communication that inspires. We started by asking ourselves where the brand started and where it wants to get to. We wanted to see what are the foundations that brought him success, which we can build on further. What are the areas that need to be revitalized? We analyzed the course of the business, what it does, how it interacts with customers and partners, and how it interacts internally to discover that source of energy that constantly motivated it to evolve.
The care that the brand has towards its partners, the efforts and initiatives carried out to help them develop, consistency in relationships, support and dedicated support 24/7 have convinced us that the desire to gain trust and keep it is the essence that synthesizes the spirit of Axel Soft. Hence the idea of the brand: In defense of trust. We created the slogan Secured by trustto provide team members with a synthesized and compelling form to use in communication.
How can you visually capture the idea of a defender of trust, who is always willing to help? We created the symbol starting from the expression Trust locked inand using the symbolism of the arrows to suggest brand attention to the internal and external, equally. We complemented the visual identity with a modern typeface, which we customized to bring it into the technology category, and a bold color palette chosen to complement the main product palette (ESET Antivirus).
We simplified the brand architecture, ditching the Axel Soft descriptor “IT Group” which did not add value to the business and gave a friendly touch to the identity by removing the “Soft” particle from the name. Thus, we gave the team the chance to talk more about the quality of the services they provide, as an organization.
We have created a fresh visual language and a strong, encouraging and different tone of voice. And we have extended it for different points of contact with the brand (website, ads, corporate video, etc.)
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