With the recent acquisition of WardJet, AXYZ International — the leading global manufacturer of CNC router and knife systems — was poised to expand their position and product offerings into the custom waterjet industry.
Array was engaged by AXYZ to offer brand strategy for the parent company and the brands beneath it. The objective was to define a strategy that refreshed the current brand identity, leveraging the equity of the separate brands under it, to increase overall exposure and lead intake.
For the brand mark, Array utilized a strong, modern font with sharp lines to convey high technology and cutting accuracy within AXYZ automation systems. To complete the new mark, a new abstract icon was created symbolizing the 3-point cutting axis identifiable by consumers.
Array also established a naming system and refined the product alignment process for the newly defined ‘Automation Group’.