TURN A START-UP
FROM EIGHT PEOPLE TO 800 AND REVENUES OF $500M IN JUST FOUR YEARS, XAXIS IS ONE OF WPP’S FASTEST GROWING BUSINESSES WITH A BRAND AS SHARP AS THE PIONEERING DIGITAL MARKETING IT DELIVERS.
Xaxis is a digital media pioneer. A global media-buying platform that provides targeted behavioural advertising to brands around the world. It combines proprietary technology, data assets and media relationships with the brightest teams of audience analysts, data scientists and software engineers.
Originally conceived as a product offering by WPP media specialist Group M, The Partners was tasked to create a name and brand that could capture the unique business proposition.
NAMING AND BRAND STRATEGY
We identified that the product would offer clients pinpoint accuracy in a data universe of infinite possibilities. From this we derived the name Xaxis, a portmanteau of exact and axis.
We articulated a core brand idea, Digital Brilliance, which reflects both Xaxis’ depth of analysis and insight and also the bright potential they offer their clients, and wrote the brand narrative and messaging platform to support the positioning.
The brand identity hints at the large-scale plotting of data points that enables this precision. The visual identity system activates the logo and brings the idea of data-driven precision to life, as audience portraits come into focus behind a grid of figurative data points.