AXE
Redefining a Brand’s Persona
Introducing a legacy brand to a new continent requires more than translation; it demands a cohesive digital architecture. I led the cross-disciplinary team responsible for expanding AXE into the UK and 25 additional countries across 15 languages. The resulting platform successfully captured a new demographic, winning a Clio for creative excellence while driving the business to become the fastest-growing men's grooming brand in the UK.
We partnered with thought leaders VICE, The London Barber, DJ Alesso and London Fashion Week to the create content the new target would find attractive. The results are as powerful as they are sophisticated.
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