Webdesign, Branding

Type

Client

Axon Enterprise, Inc.

In 2018, Axon Enterprise, Inc. approached us about creating a holding website for their European Markets and following that an updated identity that would appeal more toward their European customers. Axon wanted to limit the number of pages on the site, focusing only on the products, solutions (later called 'Why Axon') and Case Studies. Axon is perhaps best known for creating and developing the TASER CED Device but wanted the new site to give all of their products equal platforms.

I created a simpler and lighter site for Axon's audience to navigate smoothly through, with clear signposting and plenty of breathing space; far-fewer pages that are easily digestible and broken up by images and iconography, and giving the brand a well-deserved premium feel, as their products are perhaps the best in their market.

Axon EU Rebrand

AXON's three colours are black, white and yellow as a highlight. Black was used most frequently on their North American collateral, but Axon was keen to appeal to European Markets with a perhaps softer approach to the design.

With that in mind, I flipped the colour hierarchy on its head and made white the primary colour, with black now being used mainly as text colour and for details. This new style was applied to each product page, giving the products precedence on the page.

I created 100+ new icons to represent all of the different product features that Axon wanted to display on their product pages. Along with the icons, this new style could later be applied to more of Axon's assets, both internal and for commercial use. Below are a few examples of how it has been applied to infographics, presentation decks and brochures.

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