50,000feet Helps Axiom Consulting Morph Into Lotis Blue

Axiom Consulting Partners has rebranded as Lotis Blue. The rebranding effort was completed in partnership with Chicago-based agency 50,000feet.

According to the companies, Axiom had established strong client relationships, using data and behavioral science capabilities to solve organizational problems.

The problem was Axiom lacked “clear name ownership and brand differentiation.” 

50,000feet conducted research and a brand strategy effort to define how a newly imagined brand could support Axiom’s vision. Through interviews, focus groups and other research methods, Axiom was able to gain employee feedback and sentiment to help inform possible name changes.   

Derived from the name of the world’s rarest butterfly, Lotis Blue conveys the brand’s “essence of growth and transformation through a universally recognized symbol,” according to the agency. The name signals the company’s “commitment to helping clients capture and action unique insights through a personalized approach and blend of data and behavioral science.”

Complementing the new name, 50,000feet created a corporate visual identity system with a including a newly designed logomark, palette, typography, photographic style and custom artwork to differentiate the firm from competitors. The brand work coincided with 50,000feet’s redesign and development of Axiom’s website to strengthen the firm’s digital presence in support of overall awareness and client engagement efforts.




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