Praxis launches new identity by EXPdesign

Software developer, Praxis Critical Systems, launches an identity by EXPdesign.co.uk this week, as part of the company’s drive to diversify into new markets.

The work, which includes visual identity, stationery, brochures, signage, merchandising, exhibition stands, advertising and the website, is worth a five-figure design fee to the group.

Praxis managing director Mel Jackson says the revamp follows an 18-month strategic review of the company’s direction and brand.

‘We need a stronger brand in order to accelerate the growth of the business and diversify into new markets where our name is not so well known,’ he says.

‘The challenge [has been] finding something to appeal to a broad cross-section of people, from technical staff to business-led clients,’ he adds.

EXPdesign.co.uk managing creative director Mark Bailey says the consultancy wanted to give Praxis a younger, fresher and slightly less corporate image.

‘The humming bird represents [the business] taking off, but also signifies that it’s easy to manoeuvre and can change direction.’

The consultancy has also developed ten tonal colour bands and a circus theme, to represent the critical nature of Praxis’ software and symbolise the trust between the company and its customers, says Bailey.

The revamped identity was launched to staff this week and a full roll-out will be completed by September.

The consultancy, which has been working on the project for eight months, was awarded the business following a three-way, unpaid, creative pitch.