Description:

AXIS Awards 2025 marked a defining shift for Aotearoa’s most celebrated creative awards show. More than just a one-off event identity, this project set out to establish a bold and enduring brand system for AXIS.
In the past, AXIS approached each year with a unique look and feel, which led to a lack of consistency and brand equity over time. Following the 2024 introduction of a redesigned, sustainable trophy, the 2025 brief was to carry that momentum forward. It needed to deliver a distinctive visual identity for the 44th annual ceremony, while also laying the groundwork for a more cohesive and lasting brand platform. The goal was to build a consistent visual language that could flex annually, support ongoing brand growth, and align with the values of an industry that continues to adapt and push creative boundaries
We began by refining the logotype. The year marker was removed, and typography was aligned to the baseline to create a more stripped-back, functional master logo. A bold colour palette inspired by Aotearoa’s natural environment was developed, giving AXIS a recognisable distinction. This gave AXIS an identity that could be both drawn upon, and used independently of the awards ceremony itself throughout the rest of the calendar year, building equity in the AXIS brand.
From there, a new ceremony identity was created for the 2025 show. The creative concept was anchored in the AXIS trophy itself, which leans at 23.5 degrees, mirroring the Earth’s axial tilt. This became a conceptual throughline, shaping everything from typography and layout to motion, structure, and design behaviour.
The new GRAND AXIS trophy gave physical form to the refreshed identity. Finished in AXIS’s distinctive sustainable green, it materialised the new standard in how we honour creative excellence.
Typography was a key feature in communications. Dynamic treatments added movement and energy, with tilting and warping effects referencing the axial tilt. These ideas extended across event collateral, digital platforms, and social media keeping things fresh to deliver messaging.
A custom set of digital AXIS winner badges allowed agencies and studios to celebrate their achievements in a way that felt shareable and on-brand.
Finally, all design elements were brought together in a comprehensive set of brand guidelines, helping to ensure clarity, consistency, and long-term utility.