a promo video for Axi Select* it’s a program where eligible traders who make it through can access an allocation up to $1,000,000 of @axi_official’s own capital. 60,000+ have joined so far. a program inside a brand needs an identity of its own, and still has to read as part of that brand. axi select has both: its own identity, built on the axi brand system. check the full case study: properly.studio/case-study/a… *Axi Select is not available in the EU. Availability and eligibility vary by jurisdiction.

150+ pages, a version for each market, two organisations building it at the same time the design problem: keeping it from turning into 150 separate projects. so we mapped the content patterns that repeat, grouped them into section types and built each one from the design system’s components. the site became an assembly job, and Axi’s developers worked from a manageable set of sections @nataliaparandyk wrote up the challenges: properly.studio/blog/designi…

a brand that runs in 100+ countries usually ends up feeling like it's from nowhere in particular @TomSolvesDSGN our senior brand designer, wrote up how we split Axi's markets into four regions, each with its own personas and landscapes read it here: properly.studio/blog/global-…

a website for 100+ countries has to give each market the pages it needs and still read as one brand for Axi, a broker running since 2007, we designed 150+ pages as one system, with a language version for each market. what is shown, and the exact wording around it, changes from one jurisdiction to the next, so every market gets the version appropriate for the relevant jurisdiction check the full case study: properly.studio/case-study/a…

a brand with many products needs each one to have a character of its own, and all of them to belong to one brand for Axi, a broker running since 2007, we built a system around the markets represented across its global brand. each category has its own form language, every object in it follows shared rules, and the library of 100+ objects can be combined into larger compositions or extended with new ones while still reading as one family check the full case study: properly.studio/case-study/a…

best kind of award is the one with your partner’s name on it site of the day + developer award on @awwwards for @usemotocard. well deserved, team. in finance the website is where people decide if they’d trust you with their money. vote if it earned it: awwwards.com/honors/no-code

your brand runs in many markets, and each one wants it to feel like its own Axi, a broker running since 2007, has a presence in 100+ countries. we grouped its markets into four core regions: Europe, Asia, the Middle East and South America each region got its own landscapes and personas, with the most common local names assigned to them. a persona, a landscape or a map can be swapped without breaking the brand @TomSolvesDSGN senior brand designer at Properly, wrote up how it works: properly.studio/blog/global-…

a campaign for various markets normally means a shoot in each of them, casting, travel, and when the images run out you start again that's a lot of money and a lot of time so for Axi we ran it virtually, without leaving our office. one system instead of a hundred photoshoots, with nothing left to rebook check the full case study: properly.studio/case-study/a…

they asked us for an evolution and got a revolution instead Axi wanted its brand to speak to more people in more places, without losing what it already was, so we rebuilt the brand, the website and the visual identity of the product as one system, with characters and landscapes for every region the goal? new to everyone, and familiar to anyone who’s been with them for years check the full case study: properly.studio/case-study/a…

over a million traders in 100+ countries now experiencing what we designed for Axi the largest scale we've ever worked at. brand, website, product, all of it. see the launch video ↓ and there's more in the full case study: properly.studio/case-study/a…

site of the day and a developer award on @awwwards for @usemotocard, a premium card and membership for modern wealth congrats to the team and everyone who worked on it! 🙌 check it out: awwwards.com