Axis Lighting is a trusted company that specializes in architectural lighting and enjoys a solid international reputation, especially in North America.
They’re well known for taking on projects that most other lighting companies turn down due to their difficulty. Axis’ philosophy is to build-to-order their products using the most sophisticated technologies supported by their unparalleled expertise.
Yet despite the unquestionable value of their solutions, Axis wasn’t enjoying the brand awareness they wanted, and which they certainly deserved. The company was looking for a new strategy to increase brand recognition while also achieving their growth objectives. And that’s where Bob stepped in.
Essentially, the project consisted of taking the brand to the next level to achieve an iconic status in the eyes of the main buyers of their products (who tend to be designers and architects), giving Axis the well-deserved status as a leader in their industry. In other words, we wanted to take the brand from a niche player to an indispensable visionary. And to do so, we had to focus on the brand’s pillars to better assert Axis’ unique positioning.