Client
Axens
Campaign
America’s Cup
Objective
Corporate ad to reposition Axens as a leading provider of technological services and products, and promote their core strengths of technology, independence and experience.
Solution
The company sought to become the benchmark provider of refinery process technology in an industry where ‘innovation’ and ‘solutions’ are the norm. The campaign focus uses a dynamic curve of the corporate blue over white to provide consistency with Axens’ product ads (also designed by tes and on view in the portfolio) and to display the logo and contact details to advantage. The intense blue image with red highlights represents the key strengths of people, experience and leadership, and was designed to stand out against the text pages in trade journals.
Placement was high impact across nine publications, and artwork was also produced as posters. The corporate strapline ‘The performance improvement specialists’ was derived by tes.
