AXE
Redefining a Brand's Persona Across a Continent
Role: Executive Creative Director & Head of Creative, Sapient London
Team: 30+ cross-disciplinary specialists
Scope: 15 localizations, 25 languages
Introducing a legacy brand to a new continent requires more than translation — it demands a complete rethinking of digital architecture, content strategy, and cultural relevance. I led the cross-disciplinary team responsible for expanding AXE into the UK and 25 additional countries, building a platform that had to work across 15 localizations and 25 languages simultaneously.
We partnered with cultural anchors including VICE, The London Barber, DJ Alesso, and London Fashion Week to create content the new target audience would find genuinely attractive — not just technically correct.
Results and awards:
Axe became the fastest growing mens grooming brand in the UK after launch
Launched in 15 localizations and 25 language
Post-launch brand value increase of 91% in the Brand Finance annual report
Winner, 2017 Clio for Best Retail Site
Winner 2017 IAC Award for Best Website
Site Design Samples
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Inspiration Page
Product Detail Page
Design Details
Geo-located Personalized Content
Style How-To’s and Guides
Facebook Profile-Driven Gift Box
Roles & Activities
Product Design
Social Media
Team Leadership
User Experience (UX)
Visual Design
Advertising
Application Design
Brand Positioning
Creative Direction
New Business Development
Print Design