Axi

Global Trading, Redesigned

We rebuilt Axi's brand, a 150+ page website, and its trading platform UI, in four months.

A rebrand built to scale across regions without splintering into a dozen local versions.

Problem solvers with aesthetic superpowers. We make your users say "damn, that's good" without knowing why. Strategic minds, artistic souls, and zero tolerance for mediocrity.

Axi needed to feel like one brand in over a hundred countries, globally consistent and locally connected in their own words. We built it with AI-generated personas and landscapes instead of a hundred photoshoots, and shipped it all in four months. They asked for an evolution, and got a revolution instead.

Countries Served

100+

Annual Trading Volume

$5T

Users

1.4M+

Deliverables

About

Axi is a leading global online trading provider, offering clients access to financial markets through advanced trading technology, competitive trading conditions, and a wide range of products. With a strong international presence, Axi supports traders around the world with the tools, insights, and services they need to trade with confidence.

As part of the Axi Group of Companies, Axi operates through regulated entities across multiple jurisdictions, providing clients with a secure and transparent trading environment.

Branding

Rebuilt in Four Months

We kept Axi's logo and signature red, then moved fast, building a full regional system, personas and landscapes for every part of the world, run through a custom AI workflow built for the client and refined by hand. The result flexes across a hundred-plus markets without losing what makes it Axi.

Motion

Personas Built to Move

Axi's regional personas aren't static assets, they're characters we can move. The same persona steps from a banner into an animation, into a new market, into a campaign that didn't exist when the project ended, without booking a crew or reshooting a frame. One system, built once, keeps working long after launch.

3D Elements

A New Dimension for Assets

Axi trades more than one kind of instrument, forex, shares, indices, commodities, and more, so we gave each product type its own dimension, rendered through generative workflows instead of weeks of traditional 3D per asset. Animated, each category reads at a glance.

Website

150+ Pages, One Brand

A platform this size needed more than a homepage, it needed an entire site built for every instrument, market, and jurisdiction Axi serves, on templates their own team can extend without us.

Design System

Rules Over a Style Guide

Most brand handoffs degrade the moment the agency leaves the room. We built Axi's design system as templates and rules instead of a one-off style guide, so their own team keeps shipping on-brand work without us. Axi owns a brand that keeps evolving, not a brand book that goes stale the day we hand it over.

Product

The App Fits the Brand

The product doesn't read like a separate app bolted onto the website, it reads like the same brand. We carried the visual system through every product type, forex to shares to commodities, so the interface fits right alongside the rest of the site.

Entrusting our brand refresh to an outside team was a big decision as it's something deeply personal to us. But choosing Properly was absolutely the right call. The journey was smooth, collaborative, and above all, we always felt heard.

Their dedication and focus were never in doubt, and the result speaks for itself. If we had to do it all over again, we'd choose Properly without hesitation. It was a true pleasure working with them.