Atraxo - Strategy, Branding & Identity Design

Atraxo provide a digital platform connecting aviation fuel buyers with sellers and enabling them to do business. Fuel buyers can automate data feeds into their fuel management systems and receive insights into their fuel activities through personalised dashboards.



Our challenge was to help establish Atraxo as a major player in their industry and, in-turn, encourage lead generation.



Our comprehensive approach covered brand strategy through to a visual identity that would clearly communicate the position of Atraxo to its customers.



Over a series of calls and workshops, we established a clear vision to help Atraxo speak directly to its target audience. We were able to gain a deep understanding of this target audience and recognise their needs by creating a range of unique customer profiles.



We also developed Atraxo’s mission and vision statements, brand values, brand archetypes, tone of voice and value proposition.



The comprehensive brand identity would inform the visual identity, in which we translated the keywords developed in the strategy stage into relevant visuals. Stylescapes are developed moodboards, consisting of brand assets such as colours, typography, photography, patterns, etc. Their purpose is to create a basic visual aesthetic and a clear direction for the new brand. The key stakeholders selected the closest match to their new identity from a selection of three unique Stylescapes with an opportunity to refine specific assets before finessing each element of the brand.



The spiral brand pattern is influenced by the design of a jet engine, which can be deployed across multiple touchpoints. Similar to a jet engine, the pattern reflects the intelligent engineering of Atraxo’s products to achieve quicker customer outcomes via automation. The circular shape and motion convey seamless automation of fuel processes to increase internal efficiencies and drive down operational expenses.



All brand assets were showcased via a comprehensive set of brand guidelines, creating a cohesive experience for customers. The guidelines would ensure consistency across all touchpoints, with a full range of templated design assets supplied to support Atraxo’s launch and generate revenue.