Axis Branding
Role: Lead Designer
Company: BCG
The BCG Axis Portal serves as a central marketplace for BCG’s digital, data, and IP offerings, bringing together capabilities that were previously fragmented or difficult to access.
Project Description
Design Studios was tasked with rebranding and redesigning the BCG Axis Portal—formerly the BCG X Portal—to accurately represent its purpose as a self-service hub for BCG’s data, tools, and GenAI solutions. The updated visual identity and user interface must reflect BCG’s brand standards while aligning with the aesthetic and tone of another BCG sub brand to ensure a cohesive internal experience.
My Role
I led the visual identity development for the Axis brand, creating three refined logo concepts—each with variations that align with another BCG Brand’s identity while expressing Axis’s role as a hub where insights and solutions converge. After finalizing the logo, I designed email banner concepts and brand guidelines to ensure visual consistency across communications and assets. Additionally, I collaborated with a Senior Digital Designer to apply the new Axis branding in the reskinned online portal experience.
Impact
The Axis rebrand established a cohesive and recognizable identity that clarified the portal’s purpose and strengthened its connection to BCG’s broader digital ecosystem. The refreshed logo, branded assets, and reskinned interface enhanced user recognition, improved internal engagement, and set a consistent visual foundation for future communications and digital experiences.
Brand Logo
The Axis logo was developed as a flexible identity system featuring three distinct design directions with multiple variations, expressing Axis as a central point of convergence within BCG’s digital ecosystem.
Concept One
The concept one wordmark conveys confidence, clarity, and reliability, reinforcing Axis as the trusted access point where BCG’s most powerful data, tools, and GenAI solutions converge. The empty space creates a solid horizontal stroke—a literal X-axis—from which ideas and knowledge extend and scale.
Concept Two
The concept two wordmark is approachable, modern, and user-friendly, anchoring Axis as a reliable point for BCG’s most powerful tools and solutions. The logo introduces the plus or grid graphical element conveying the systemized way that the Axis site organizes information. The graphical element represents direction and orientation—signaling that you are here, at the center, where answers and insights converge.
Concept Three
The concept three wordmark is approachable, modern, and user-friendly, anchoring Axis as a reliable point for BCG’s most powerful tools and solutions. The graphical element represents a coordinate plane. It conveys order, clarity, and precision—a structured framework where information can be mapped and insights positioned.
Logo Explorations
Email Banners
Three cohesive email banner concepts designed to function individually or together as a flexible system for Axis communications.
Concept One
The banner draws inspiration from the Axis logo by utilizing the dynamic angles within the symbol, reinforcing the brand’s core identity. This bold visual approach centers on imagery of an employee engaging with the Axis microsite, emphasizing the connection between brand strength and the digital experience.
Concept Two
The Axis logo symbol is reimagined as a versatile design element, creating dynamic textures that convey energy, momentum, and forward movement. The background colors subtly draw from the BCG palette, forming a cohesive visual link that reinforces the connection between Axis and the broader BCG brand.
Concept Three
The banner leverages the Axis logo by expanding into the symbol’s white-space “X” to underscore the brand’s central identity, creating a subtle yet powerful nod to the overarching BCG X presence. This bold visual focuses in on imagery representing an employee navigating the Axis microsite, highlighting the intersection of brand strength and digital experience.
Brand Guidelines
Comprehensive brand guidelines developed to define and maintain a consistent Axis visual identity across digital experiences, communications, and future assets.
The People Have Spoken…
“Mallory has been indispensable to developing updated branding for the revamped BCG Axis internal site. From the very beginning of the project, Mallory had exciting conceptual ideas about how to bring the clients' vision to life.
This project has been seamless, and a lot of that is due to Mallory ensuring that the client felt heard. Every project milestone has been hit within plenty of time, and each creative concept offered is a great testament to what our team can do. I'm really excited to see the design come to life as this site is built out.”
- Creative Strategy Manager