Evolving Identities
create the vision, and
move people and society.
Who we are
AXHUM is a brand consulting
firm dedicated to helping organisations establish a distinctive identity through strategic branding.
We enable transformation and evolution by uncovering hidden value—tacit knowledge that artificial intelligence cannot detect—and translating it into meaningful strategies and designs.
Our expertise lies not in chasing fleeting trends or superficial impact, but in creating authentic value that is both enduring and trustworthy.
Since our founding in 1989, we have supported the transformation of over 50 client companies, many of which operate on the global stage.
Pick up contents
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- What Branding Means in the Age of AI
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- Surfacing Tacit Knowledge through Strategic Value Assessment
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- AXHUM’s Perspective on Identity, Branding, and Evolving
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- AXHUM’s Transformation Model for Maximising Brand Value
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- Our Clients
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- Evolving the Brand through
a Renewed Purpose and Vision 
- Evolving the Brand through
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- Introduction to Branding
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- Our Publications
Featured our works
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Sysmex
Rebranding aligned with business domain transformation and a renewed management vision
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Seria
Shop Branding that Redefined the Concept of the 100-Yen Store
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TEL
Brand development and promotion that enabled the company’s evolution into one of Japan’s leading global brands.
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HITACHI
An Integrated Branding Project to Advance Social Innovation
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Solaseed Air
Corporate Renewal Branding Led by the Next Generation
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artron
Transformational Branding Toward a New Trading Company Identity on the Occasion of the 70th Anniversary
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Keio University
Visualising a New Vision to Mark the 150th Anniversary
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Merrill Lynch
Localization for Market Entry into Japan, Development and Implementation of Japan-Specific Brand Strategy, and Employee Engagement
