AXI
Trade Your Edge
The fine folk at Purple approached us to support with their Axi rebrand, which coincided with the announcement of the Axi partnership with Manchester City FC. Our brief focussed on the production of moving image content, specifically around the compelling social media campaign in the form of videos and social content as well as animated pitch-side LED screens. This campaign saw our motion designers working closely with Purple to incorporate elements such as the Axi edge and vibrant explosions, resulting in some very powerful and bold motion pieces.
Display
As part of Axi’s bold rebrand and new partnership with Manchester City FC, the campaign included delivery of striking pitch-side LED animations. These screens were designed to stand out in a high-energy stadium environment, combining Axi’s fresh visual identity with dynamic motion to capture attention during live matches. Seen by thousands in-stadium and millions watching around the world, our work helped bring Axi’s brand presence to life at the Etihad.
Edge advantage
At the core of Axi’s rebrand is the idea of “edge,” the advantage every trader seeks. We brought this to life through a cinematic brand film filled with explosive visuals: gold particle bursts, plumes of smoke, and striking color transitions. Each element was crafted to symbolize the energy, volatility, and potential within the markets. From bold typographic animations to market-specific motion sequences, Trade Your Edge captures the power and precision Axi offers to traders at every level.
Energy
By using bold typography and high-intensity visuals, we were able to reinforce the energy of the Axi rebrand. “It’s vibrant, bold and energetic” is brought to life through striking on-screen type animations, a minimal yet impactful approach reflecting the fast-paced, dynamic nature of trading.
