Denim Branding

A b-series software start-up, Axle Payments supplied a sophisticated Financial Enablement Platform tailored for freight brokers. Responding to competitive market pressures, working with a small team, I was tasked with rebranding, and implementing a new identity system across all customer-facing materials. We needed to convey a solid and dependable business, a sense of forward movement, trustworthiness, and longevity. We also needed the name to be easy to pronounce and memorable. We decided on Denim, the "uniform of the industry." Once the visual language was established, we launched the new logo, print collateral, a website, comprehensive collateral libraries, and extensive social advertising to introduce Denim to the world.