Project
Axis Concrete Systems
Category
Branding, Marketing
AXIS Concrete Systems manufactures environmentally responsible chemical additives that protect concrete from long-term water intrusion and corrosion damage.
Using advanced internal waterproofing technology, AXIS products make concrete waterproof from the inside out, eliminating the risks, costs, and failures associated with outdated surface-level protection methods.
Based in the UK, AXIS solutions have been specified in thousands of commercial and industrial construction projects worldwide. Their products simplify construction workflows, reduce long-term maintenance risk, and extend the lifespan of critical infrastructure.
Despite being a recognized leader in concrete protection technology, AXIS lacked a public brand that reflected the sophistication and reliability of its solutions.
Problem
For over 20 years, AXIS had grown purely on product performance and technical credibility. Branding had never been a priority, and their public presence failed to communicate the true value of their expertise.
When AXIS approached us, they weren’t looking for a cosmetic refresh. They wanted to understand how brand could become a strategic growth tool.
The challenge was clear:
Create a powerful, credible brand identity that matched the quality of AXIS’s technology and positioned the company as a global authority in waterproof concrete.
Solution
We began by wiping the slate clean.
Our objective was to build a verbal and visual identity that resonated with a highly specialized commercial construction audience while elevating AXIS beyond the role of a technical supplier.
The long-term ambition was bold:
to make AXIS synonymous with waterproof concrete, in the same way certain brands become shorthand for an entire category.
To achieve this, we focused on transforming waterproof concrete from a dry technical specification into a critical, indispensable necessity.
Through targeted audience research and a deliberate brand strategy process, we developed an identity that felt strong, authoritative, and professional, yet refined and confident in its simplicity.
The result was a brand that communicates trust, longevity, and technical mastery without unnecessary noise.
