Axero
Driven by cars

Customer
Axero

Our role
Strategic marketing plan
Name creation & rebranding
Website implementation

Deliverables
Corporate identity
Website

Date
Q3 2018

Car company Beernink & de Bekker was in need of a new name and positioning thanks to an internal reorganization. They approached us to address this strategic issue.

After a joint positioning process, they continue full throttle under the name Axero. A new identity, sharp positioning and also a new location.

Rebranding

Beernink & de Bekker has long been a well-known name in Enschede and the surrounding area.

But the name no longer suited the ambition to grow internationally. In addition to strategic sessions, we also had a number of creative sessions, together with a core team. The result of these name creation sessions was ultimately the new brand name Axero.

Driven by cars

With a new brand name naturally comes a new visual identity.

For Axero, we designed a brand concept with a powerful logo with a recognizable imagery. We also gave the new brand charge, tested against the results of the strategic and creative sessions, with the powerful payoff: 'Driven by cars'.

Let's work together on your future. Contact.

Call: +31 (0)74 76 20 200 Mail Contact

Website

One of the resources we have realized is the new website.

The old, informative, website has been replaced by a fresh and modern website containing a web shop. The concept of a webshop has not been done before in the international trading & remarketing industry. This makes Axero the leader in the B2B market again in one fell swoop. In addition, various communication tools were designed: workwear, doppers, bags, pens, business cards and much more.

Launch

The core team at Beernink & de Bekker was the only ones in the organization who knew what the new name would be.

To present Axero to the staff, we devised and realized an internal launch. For this we created an animation showing the transition from the old name to the new Axero.

Besides internally, Axero also needed to be communicated externally. A week before the internal launch, we started an external teaser campaign, announcing in advance that "something" was coming.

Through a banner and social campaign media, the target audience was directed to a landing page we realized. After the external launch, this turned into an online activation campaign in which we tell that Beernink & de Bekker will continue as Axero.