WETTER DESIGN | AXOS BANK

AXOS BANK

BRAND DESIGN | DESIGN SYSTEM | VISUAL LANGUAGE

Axos had grown into a significant digital banking brand, but its visual identity hadn't evolved at the same pace.

The challenge was to create a more distinctive and cohesive brand that could work across an increasingly broad range of products, experiences, and communications.

THE IDEA

I wanted Axos to have something most digital-only brands lack. A sense of place.

Rooted in San Diego, the brand could move beyond the expected visual language of finance and develop a point of view that felt distinctly Southern California.

That idea became the filter for everything that followed.

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The result was a more distinctive visual identity and a flexible system built to carry the brand across digital, campaigns, and communications.

I led the brand design across the system, from the visual language to its real-world applications.

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