Kellowear
Redesign Logo / color palette / photo mood board
AXL was preparing to introduce its first electric vehicle, Sharks 5, and establish its presence as a new automotive brand. While the initial logo had already been designed, issues with its proportions prevented it from achieving the intended form. Beyond the logo itself, the brand needed a consistent visual framework to support product communication across digital and print channels.
The project began with a redesign of the existing logo. By refining its proportions and standardizing its construction, the mark was brought closer to the intended design direction.
Building on this foundation, the visual identity guidelines were developed in alignment with the brand strategy. The system defined the core visual elements and established a consistent framework for their use across brand and product communications.
The scope of work covered:
Logo system: Logo redesign, architecture, and standardization.
Visual foundations: Color palette and typography.
Product branding: A dedicated logo for Sharks 5.
Marketing communications: Online and print advertising, and email marketing.
Digital presence: An initial landing page introducing the product.
Brand applications: Stationery and a visual mood board.
Competitor research and audience psychology analysis informed the design decisions, with consideration given to target audiences in the Middle East and Europe. This research helped establish a visual direction for communicating the brand and its first vehicle across different market contexts.
The mockups presented here document an early stage of the project’s implementation. Some of the imagery is drawn from the proposed mood board rather than original AXL photography, reflecting the visual direction being explored at that stage.
With Sharks 5 reaching production and AXL presenting the vehicle at exhibitions in Dubai in 2024, the identity system was developed to support the brand’s initial product introduction and communications.
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Brand Strategy – Brand System – Brand Design