Key Characteristics of AXHUM

Global Co-creation and Proprietary Methodology

AXHUM originated as an independent entity from PAOS Inc. in 1989—PAOS being a pioneer in Japan's corporate identity (CI) history.
Since its founding, AXHUM has collaborated with leading global branding agencies and, through extensive experience in international branding projects, has established its own proprietary methodology.
What began as a Japan-style CI approach—communicating a company’s philosophy and values consistently both internally and externally—has evolved into a branding philosophy that also integrates strategic marketing perspectives. AXHUM’s approach delves deep into the intrinsic value of each organisation while aligning with how it is recognised by the market and society.

Global Co-creation

AXHUM excels in uncovering the organisational Identity Core – the central concept that defines who you are

What is the Identity Core?

The Identity Core refers to the deep-rooted, distinctive values that exist implicitly within a company or organisation—shared intuitively among employees and stakeholders, yet rarely verbalised.
At AXHUM, we return to the organisational essence to envision its future evolution. By doing so, we drive branding that fosters both transformation and emotional resonance. At the heart of this approach lies the process of identifying and articulating each organisation’s unique Identity Core.

Repositioning Grounded in the Identity Core

By using the Identity Core as a foundation, companies can evolve beyond their existing business domains and fixed perceptions to establish a distinctive new position.
Such brand repositioning often involves a fundamental shift in schema—rethinking “what business we are in” by redefining the business domain itself, or reshaping how the organisation is perceived both internally and by stakeholders.
This transformation is inherently tied to the growth of the business, and is essential to building a renewed and authentic corporate identity.

How Is the Identity Core Uncovered?

To derive an organisation’s unique Identity Core, AXHUM engages deeply with its stakeholders—including leadership and employees—to uncover and gather their perspectives, intentions, and beliefs.
Through anthropological research methods, interactive workshops, and visual sessions, we surface latent insights that have previously gone unspoken or unarticulated.
These findings are then elevated into a shared, structured form—making the intangible both visible and actionable.

A proprietary branding methodology that enables the extraction of the Identity Core: AXHUM’s Branding Theory; AXHUM’s Branding Methodology

Five Key Approaches Rooted in the Extraction of the Identity Core

AXHUM derives the Identity Core of an organisation and leverages it as the foundation for five strategic approaches —

00. Extraction of the identity core
01. Development of corporate philosophy, vision, and brand strategy
02. Development of symbolic business initiatives and products
03. Experience design development
04. Employee engagement
05. Brand management

Overview of Each Approach: Five Approaches to Driving Organisational Evolution

AXHUM’s Areas of Branding Expertise

AXHUM supports corporate branding across a wide range of objectives and challenges, for both B2B and B2C enterprises.
We respond to diverse needs—ranging from branding initiatives triggered by transformation such as M&As, corporate anniversaries, or global expansion, to those aimed at enhancing employee engagement or unifying corporate groups.
By flexibly combining multifaceted themes to suit each situation, AXHUM empowers companies to drive transformation through the power of branding. We offer strategic approaches that address both external branding—supporting adaptation to changing market conditions—and internal branding, which redefines corporate values and fosters cohesion.
Our process begins with a deep understanding of each client’s background, challenges, and business model, enabling us to design and implement branding strategies that are fully optimised for their specific context.

Purpose Branding
Anniversary Branding
M&A Branding
Global Branding
Internal Branding
Global Branding
Alliance Branding
Community Branding

For a deeper understanding:: AXHUM’s Areas of Branding Support

Evolving Identities

Once a new organisational identity is established, it gives rise to fresh visions—initiating a dynamic cycle of further evolution.
Emerging technologies, particularly AI, are accelerating this process, enabling deeper and more rapid transformation.
AXHUM instils evolving identities within organisations, empowering them to embrace non-linear, future-ready change in step with the times.

What does it mean for an organisation to evolve?: AXHUM’s Perspective on Identity, Branding, and Evolving