Solutions

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.