Creating a brand that’s both safe & strong for pioneers in the Security sector.
Audax have been making their mark in the international Security sector and they needed their brand to reflect that evolution. Previously, their branding played it safe with minimal visual elements and subdued colors. The people behind the brand sought a new identity that not only aligned with their vibrant personality but also the impact of their product.
Services
- Visual Brand & Guidelines
- Exhibition Stand Design
- Print Marketing Materials
- Web Design
More than a brand
Audax engages directly with clients through face-to-face interactions and offers thorough support and guidance with their camera solutions. Their new brand was set to be launched at Parkex 2024 accompanied by a complete overhaul of their marketing materials.
The rebranding effort ensured that all aspects of the brand were both legible and approachable, including camera guides, instruction manuals, product datasheets, and promotional flyers.
A key objective of the rebrand was to be “different and not boring”, giving us an adventurous colour palette to stand out in the traditionally masculine Security sector. Balancing between softness and strength, combining delicate pinks and blues with a bold red.
Audax’s clientele is diverse, spanning from France to Vietnam within various industries including emergency services and retail. With a customer base like theirs, there was no room for a brand pigeonholed into a singular look.
Made in Britain
The brand graphics were inspired by the design and manufacturing of Audax products.
The camera lens was traced to create an abstract visual that overlays images, providing context for those unfamiliar with the Audax brand and its offerings.
The distinctive blocks on the sides of their 20-1 Chest Camera were transformed into graphic elements for backgrounds, borders, and content housing, becoming the foundational element of the brand.
Audax cameras are made in Britain, something they highlight across their products. In cases where their membership with Made in Britain can’t be displayed, an abstract version of the United Kingdom’s flag was developed to convey this message.
