Auxano
An identity system for a firm that sells judgement, not volume.
- Positioning
- Naming Architecture
- Identity
- Art Direction
- Guidelines
Auxano advises founders on growth capital. Their old identity looked like every other advisory in the Gulf. We built a mark, a type system and a set of rules precise enough for a two-person marketing team to run without us.
Auxano competed against firms ten times their size and kept losing on perceived stature. Their materials were assembled per-pitch, in four different templates, by four different people. Nothing compounded.
- 01
Positioning sprint with the three partners: chose 'the firm that says no' as the organising idea.
- 02
Designed an ascending 'A' mark that reads as a chevron at 16px and as architecture at billboard scale.
- 03
Set a restrained monochrome palette with a single signal orange reserved for the moment of commitment.
- 04
Built the guideline as a working web app, not a 90-page PDF nobody opens.
What changedafter launch.
“The mark is the smallest thing they gave us and the least important. What changed our business was being forced to say what we actually are.”
