Properly Studio Rebuilds Axi's Brand, Website and Trading App in Four Months
In just four months, Properly Studio revamped Axi, a worldwide online trading firm, focusing on brand identity, a comprehensive 150-page website, and the user interface for the trading platform. While retaining Axi's logo and signature red, the new design introduces off-white backgrounds, slate gradients, and dark rock imagery. The use of red is minimal, facilitating adaptability across more than a hundred markets. A new typeface, Axi Saans, has replaced Caros Soft to create a cohesive look for headlines and UI labels. The product pages feature a modular grid for CFDs, Perpetual Futures, and shares, with unique 3D layers for forex, shares, indices, and commodities. Campaign materials adapt smoothly across various formats. For further information, visit Properly Studio's case study page.
Key facts
- Properly Studio rebuilt Axi's brand, website, and trading app in four months.
- The rebrand retains Axi's logo and signature red while introducing off-white fields, slate gradients, and dark rock photography.
- A custom grotesque typeface called Axi Saans replaces Caros Soft, featuring tighter apertures and squarer curves.
- The 150-page website and trading platform UI were rebuilt together to ensure brand consistency.
- Product pages use a strict modular grid for cards on CFDs, Perpetual Futures, and shares.
- 3D assets for forex, shares, indices, and commodities were rendered through generative workflows.
- Regional personas for campaigns were built using a custom AI workflow and refined by hand.
- The design system scales across more than a hundred markets without local versions.
Entities
Institutions
- Properly Studio
- Axi