Branding
Blueprint
-
PartnerBlueprint
-
Year2025
-
What we didStrategy, Messaging & Identity
-
Website
Made with
Our challenge
Axis Insurance approached us to develop a distinct name and identity for a new insurance product tailored specifically for architects and engineers. The challenge? Create a brand that stood apart from traditional, corporate insurance offerings—something that would resonate with a discerning, design-conscious audience, while still reinforcing trust, reliability, and Axis’ expertise.
Our insight
We recognized that architects and engineers don’t just want insurance, they want a partner who understands the complexities of their work and the high standards they hold. To earn their attention, the brand needed to reflect the same precision, intentionality, and clarity that defines their own work. Aesthetics and language would be just as important as functionality.
Our answer
We named the product Blueprint, a nod to the foundational plans architects and engineers rely on to bring ideas to life, while suggesting clarity, preparedness, and vision. We developed a refined identity system that balances structure with creativity: clean lines, architectural references, and a minimal yet confident typographic approach. The result is a brand that feels like it was designed by and for the design-minded, clear, intelligent, and purposeful.
