Chaos provides rebranding for AXA Wealth International

Following a creds pitch, our challenge was to take forward AXA Isle of Man’s proven 24-year track record and industry reputation whilst taking away and replacing the AXA name. Keeping confidence high amongst adviser partners, their HNW clients and within the company would all be critical to a successful new brand strategy.

Working with a select client stakeholder team and strict legal deadlines, Chaos explored the brand’s messaging, USPs and its appetite for change in a series of brand workshops along with a competitor review. From this insight Chaos created the new brand DNA to reflect a stronger brand positioning and purpose from what existed previously. Chaos undertook name-storming, client research and trademarking services before finally the new brand name and tagline emerged – Utmost. A wealth of difference.

Chaos is now implementing all aspects of the brand’s activation and storytelling in its new look and feel online and offline, from internal communications to a launch advertising campaign and new marketing communications.