Axolabs

Brand Identity, Design System, Brand Guidelines

Anyone who knows me (or who has spent more than 20 seconds looking through my personal work) knows that I love science, but science this precise can feel abstract and invisible. For over 20 years Axolabs has pioneered research into DNA therapeutics. Molecules, pathways, nucleotides — too small to see, too complex to hold in your mind. Our job was to make that brilliance tangible.

The solution was an identity that’s as rigorous and as sharp as their science. A graphic language inspired by the rules that drive DNA base pairs. So far so scientific. The personality comes with a wink: the axolotl. A beguiling little creature that thrives by adapting, regenerating and surviving and the inspiration for the group’s name. The perfect emblem for a company pioneering what’s next.

Design Direction — Craig Ward
Senior Designer — Oliver Suchomski
Production Design — Darren Dutch
Project Manager — Lisa Edwards

With thanks to our ever trusting clients Magda Bartoszewicz, Kelley Tolliss and Keith Hermann