“Our new Axi brand identity is everything I wanted it to be – disruptive, transformational and compelling – it brings our brand’s energy to life in a way we haven’t ever seen before. Purple have become a true part of the Axi family! I’ve been constantly surprised and delighted by …

“Visually and verbally, we’ve made each of our Strategic Brands more compelling than ever before. And by consistently applying our new identity globally, we’ll make a stronger connection with every single one of our customers and consumers across the world.”