Naming, Strategy, Identity

Axo, formerly known as Maladex, is a decentralised trading platform on a mission to become the most efficient, sound, and ubiquitous financial protocol on the planet.

We worked directly with the two founding partners to help them articulate and visualise their paradigm shifting vision, strategically positioning them around the idea of being fluid, frictionless, and transparent. The brand identity brought this to life through a concept of an adaptive living texture, represents the every-changing axo markets and traders.

We designed the visual identity in 3 weeks as a united client and agency team, using daily group calls and continuous visibility via shared Miro boards to move at pace. Axo launches to public trading in 2023.

Role

Design Director

Credits

Executive Creative Director, Hector Pottie
Design Director, Joel Smith
Senior Designer, Georgia Martin
Designer, Rianne Jones
Animator, Glen Yeoh
Strategist, Adrian Acevedo

Project Manager, Joshua Greenwood