Do you speak Axa ?

I collaboration with the brand identity team, we created the language of the new AXA branding.

Axa’s global rebranding program started in 2018 and a major part of the branding is the verbal identity of the brand.

We created a useful yet playful tool to guide every AXA user (intern, copywriters or relationship manager) to perfectly address the insurance company’s end user in every step of its customer journey within the brand.

Simple to use, ergonomically human and modern by its design: the guide is a key trigger to human empowerment – the true AXA purpose.

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Got it !