AXHUM’s Transformation Model

AXHUM’s Transformation Model
AXHUM’s Areas of Branding Expertise

AXHUM inherits and evolves the foundations of Japanese-style corporate identity (CI), originally shaped by PAOS Inc.

The PAOS approach extended the concept of CI beyond visual identity, encompassing areas such as the redefinition of corporate philosophy, the activation of organisational culture through new behavioural principles, and the development of products and services that embody a renewed identity.

At AXHUM, we build upon this legacy by identifying each organisation’s Identity Core—the set of intrinsic values that often remain unspoken yet are intuitively shared among employees and stakeholders.
From there, we work in close partnership with executive leadership to drive transformation across every phase:
developing core philosophy, formulating strategic brand hypotheses, designing visual systems, and delivering experience-based brand initiatives.
Through this comprehensive and collaborative approach, we help maximise long-term brand value.

01.

Development of Corporate Philosophy, Vision, and Brand Strategy

At AXHUM, we support the creation and articulation of core corporate philosophy—often triggered by milestone events such as major anniversaries or organisational transformation.
These efforts form the foundation of all corporate activities and long-term brand value.

Our Solutions Include:

Corporate philosophy development
Mission, vision, and values articulation
Purpose definition
Brand strategy and vision formulation
Brand concept development
Corporate / brand naming
Brand slogans and taglines
Value creation narrative development

02.

Experience Design Development

AXHUM translates brand concepts into verbal, visual, and auditory expressions, shaping a unified identity across all brand experiences.
We also design key touchpoints to deliver consistent and meaningful brand interactions.

Our Solutions Include:

Core Elements

Brand logo development
Custom typeface creation
Design systems / Visual Identity System (VIS) development

Touchpoints

Website development
PR / IR and promotional communications
Concept movie production
Retail / office / spatial design
Sound branding

03.

Business and Product Development

AXHUM supports the development of new businesses and products that embody a company’s philosophy and brand identity.
We assist in the creation and market introduction of symbolic initiatives, new business formats, and flagship stores that represent the brand’s future direction.

Our Solutions Include:

Business and product brand development
Development of signature initiatives and strategic programmes
Product design development
Product promotions and go-to-market support

04.

Employee Engagement

AXHUM supports the internal activation of corporate philosophy and brand identity by developing initiatives and tools that enhance employee engagement.
Our aim is to foster a shared sense of purpose and commitment across the organisation.

Our Solutions Include:

Launch planning for new corporate philosophy and brand initiatives
Co-creation workshops for employee participation
Employee training programme development
Internal intranet site development
Engagement materials such as internal films, booklets, and posters

See project examples in Employee Engagement

05.

Management and Brand Governance

Following the implementation of branding initiatives, AXHUM supports long-term governance to ensure consistency, quality, and sustainable brand growth.
We help organisations reinforce brand integrity by developing robust management frameworks and ensuring ongoing adherence to brand guidelines.

Our Solutions Include:

Establishment of brand governance structures
Development of comprehensive brand guidelines
Creation of brand centres and internal brand management platforms