Five Approaches to
Driving Organisational Evolution

Key Characteristics of AXHUM
Five Approaches to Driving Organisational Evolution
AXHUM’s Areas of Branding Expertise
Our Clients
AXHUM Purpose & Values
Company Profile
The History of AXHUM

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

By placing the Identity Core at the centre of branding initiatives, AXHUM ensures strategic and tactical consistency and coherence. This enables organisations to establish a distinctive identity and maximise their brand value.

A Common Process Across All Approaches

At AXHUM, all five branding approaches follow a consistent three-phase process: Understanding the Current State, Formulating Strategic Hypotheses, and Implementing Initiatives.
Rather than jumping straight into implementation, every project begins with a thorough, cross-functional research and analysis phase. This enables the development of well-founded strategic hypotheses, which in turn guide the design and execution of effective, integrated initiatives.
This structured, insight-driven methodology is a defining characteristic of AXHUM’s approach to branding. A Common Process Across All Approaches

00.

Identifying and Articulating the Identity Core

The Identity Core represents the fundamental concept embedded within an organisation—an element of tacit knowledge shared deeply across the organisation’s inner layers.
At AXHUM, every project begins with uncovering and articulating this latent Identity Core. Through a combination of our proprietary qualitative and quantitative research and analysis, we identify the organisation’s central concept. This is then refined and aligned in close collaboration with executive leadership to ensure mutual understanding and ownership of its essence.
The identified core concept becomes the foundation for developing the corporate philosophy, vision, and brand concept. It also enables the organisation to ensure consistency across business strategies, product development, and employee engagement—aligning all actions with a unified identity.

Internal

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

External

02.

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

External

03.

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

Internal

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

External

Basis

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

Core Elements of Cross-Organisational Operational Management

a.

Ensuring Fairness and Social Respon - sibility in Brand Expression
- - b.
    
    Compliance with Rules and Regulations
  - c.
    
    Gaining Recognition and Understanding
  - d.
    
    Building Empathy and Internal Participation (Engagement)
- e.
  
  Achieving Overall Integration and Contrast/Localisation
f.

Maximising Brand Value and Cultivating Mythology

Five Approaches to Driving Organisational Evolution

Five Key Approaches Rooted in the Extraction of the Identity Core

A Common Process Across All Approaches

Identifying and Articulating the Identity Core

Development of Corporate Philosophy, Vision, and Brand Strategy

Business and Product Development

Experience Design Development

Employee Engagement

Management and Brand Governance

Core Elements of Cross-Organisational Operational Management

Five Approaches to
Driving Organisational Evolution

Five Key Approaches Rooted in
the Extraction of the Identity Core