Case studies / Group rebrand · Brand architecture · Luxury travel
AXIS Group
A new umbrella group, AXIS Group, that brings corporate travel, logistics and luxury aviation brands together as one unified company.
The business problem: seven companies across three divisions each looked like a separate business, so the group could not use its collective strength.
Seven logos. Three divisions. No group.
The group ran corporate travel (CTMS Travel Group, Creative Corporate Travel), logistics (Hudson Logistix, GreenRoute Logistix) and luxury travel (Lusso Jets, JetLux, HumeTravel). Visually, each logo appeared distinct and disconnected. That made it difficult to sustain each brand on its own, failed to leverage the collective strength of the group, and held back the full value the companies could offer their clients together.
From separate companies to one unified entity.
Before, a client booking corporate travel had no way to know the same group could move their freight or fly them privately. After, every company sits under one AXIS Group endorsement, with a shared typographic language and palette, so each brand keeps its name while borrowing the trust of the whole group.
In luxury travel, the service is the brand.
High-end clients do not buy tickets; they buy the certainty that every little thing will be taken care of. The brand had to feel like that service: calm, precise and quietly confident, at every touchpoint and across every division.
A new umbrella company: AXIS Group.
We created AXIS Group as a new umbrella company for all the sub-brands, so they align as one unified entity instead of operating as separate businesses. Its line, “We Do Business In Class,” promises a world-class client experience where taking care of the little things is the luxury. A minimal geometric group mark endorses elegant serif wordmarks for each company, so every sub-brand keeps its own character while clearly belonging to the group.
Every company, endorsed by the group.
Each sub-brand received a new wordmark in the same refined serif, its own colour story within the group palette, and the AXIS Group endorsement: CTMS, Hudson, JetNoir and Creative Corporate Travel.
Quiet luxury, down to the last detail.
Black and a gold gradient, a pattern built from the logo’s geometry, Playfair Display and Montserrat, and a sub-logo serif, applied to the things clients actually touch: silk scarves, coffee cups, embossed covers and stationery.
One group, sold as one.
A unified group brand lets AXIS cross-sell: a corporate travel client can see, at a glance, that the same trusted group handles freight and private aviation. Each company is easier to sustain because it carries the group’s credibility, new companies can join the system without starting from scratch, and clients get the full value of everything the group offers.
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