Axerve
Brand Evolution
1
Identify Key Challenges: Axerve needed a cohesive brand identity and design system to unify its products.
2
Collaborative Solutions: Through workshops, we helped clarify brand values and define the design strategy.
3
Long-Term Vision: The new identity system now guides Axerve’s product experiences, aligning their vision and communication.
(01)
Brand Workshop
This workshop aimed to reverse-engineer the brand, starting with its core foundation to inform future growth strategies. By understanding the deeper motivations and values driving the brand, we can align team objectives with user needs and create a consistent, actionable framework for all brand touchpoints.
Customer Profile
In this phase, the goal was to empathize with the needs, challenges, and aspirations of our target audience, segmented into three main groups: Developers, Small Business Owners, and Corporate Managers. Through a collaborative exercise, participants used post-its to map customer needs (jobs), pain points, and desired outcomes (gains). These insights were prioritized using dotmocracy, a group voting system.
By the end of this phase, the team defined a clear customer profile, focusing on what the brand delivers and exactly who it serves.
Brand Why
This phase explored the brand’s core mission. Through creative exercises like imagining the brand as a superhero, participants worked to identify the brand’s key values, strengths, and challenges. We developed a Golden Circle framework (What, How, Why) to define the brand’s purpose:
What: Payment solutions.
How: By listening to customers and anticipating their needs through innovation.
Why: To simplify business operations and unlock new opportunities
We also positioned the brand within three key archetypes—Hero, Magician, and Everyman—which will guide its tone and personality.
Naming
The final phase focused on brainstorming brand names. Using word association exercises and creativity tools, the team generated a variety of ideas across multiple name categories. The top 5 contenders were selected through voting, with AXERVO emerging as the frontrunner. However, further validation and refinement will be required.
Final considerations
The key takeaway from this workshop phase lies in the team’s ability to think creatively and collaboratively, identifying shared patterns related to values, goals, and personality traits. These patterns are now explicit and serve as a foundation for consistent communication, product development, and teamwork.
Axervo evolved into Axerve, and building on the insights from the workshop, we began developing the Brandbook. This laid the foundation for our Design System and User Interface.
The platform was designed to be intuitive and user-friendly, making it accessible to everyone while retaining full functionality without sacrificing features.
(02)
Multiple point of sales
We designed the full user experience, covering every step of the customer journey from onboarding to POS activation. A key part of this was the management dashboard, which allows users in different roles to track overall transactions, process refunds, and handle custom payments. The dashboard offers a practical way for businesses to oversee their operations.
Axerve serves a wide range of clients, from large enterprises with multiple points of sale and digital channels to smaller businesses with fewer locations and simpler operations. Larger companies, for example, may need detailed insights for various e-commerce and physical sales points, while smaller businesses benefit from a more streamlined interface.
To meet these diverse needs, we developed a flexible navigation system and a scalable content structure that provides an optimized experience for all users, regardless of company size.By balancing the platform’s complexity for larger clients with simplicity for smaller ones, we ensured that the system delivers a smooth, intuitive user experience that caters to the needs of all customers. This flexibility allows businesses to manage their payment processes effortlessly, whether handling large-scale operations or focusing on simpler setups.
(03)
Axerve Brand
This workshop aimed to reverse-engineer the brand, starting with its core foundation to inform future growth strategies. By understanding the deeper motivations and values driving the brand, we can align team objectives with user needs and create a consistent, actionable framework for all brand touchpoints.
Building Consistency
and Identity
The Axerve Brandbook establishes a clear framework for maintaining a consistent brand identity across all touchpoints. The brand's visual and verbal elements are designed to reflect with Axerve's mission to simplify payment processes.
Logo and Typography
The Axerve logo embodies the principles of fluidity and simplicity. Inspired by the concept of flowing movement, the logo reflects natural harmony and balance. The accompanying Wire graphic element reinforces this fluidity, with its smooth, curved lines representing the seamless nature of payment flows. Together, the logo and Wire evoke both simplicity and flexibility, ensuring a modern, approachable feel across all applications
Color Palette
Evokes trust and stability, while accent colors like Pastel Green inject energy and freshness, providing a balanced and dynamic visual identity.
(04)
Design System
Axerve's Design System is a living set of guidelines for creating a cohesive user interface across its platform. It enables the design and development teams to build UI components that maintain consistency, scalability, and accessibility for all users.
A design system is a set of visual styles and components shared as code and design tools to ensure consistency and efficiency. Brad Frost's "atomic design" organizes these elements into atoms, molecules, and organisms, building up to templates and pages.
Cohesion
and Functionality
The Axerve Design System lays out a structured approach to building a user interface that is not only visually consistent but also adaptable to various digital environments. The system’s focus is on creating a seamless user experience, whether customers interact with the platform on mobile, desktop, or tablet.
Modular UI Elements
A library of reusable components like buttons, forms, and navigation bars ensures consistency across all pages of the platform, allowing for easy scalability as the platform evolves.
Responsive Design
The system employs a mobile-first approach, making sure that the user interface adapts smoothly to any screen size, delivering a seamless experience across devices.
Inclusive and Intuitive Design
The platform was built with clear navigation, flexible layouts, and strong visual hierarchy. These elements ensure easy access and functionality across all devices, delivering a consistent, frictionless user experience from transaction reviews to payment management.
