AXCS Capital Brand Identity

AXCS Capital was preparing to launch with a vision to modernize commercial real estate capital markets through a technology-driven platform and advisory services. Although the leadership team initially approached Marino to refresh an existing logo, it quickly became clear the company needed much more than a visual update. To successfully enter the market and establish credibility, AXCS required a complete brand strategy, identity system, messaging platform, and digital experience that reflected its long-term vision.

As VP of Creative, I partnered directly with the CEO, founders, CMO, CTO, and managing partners to lead the engagement from discovery through launch. Through collaborative workshops, competitive research, and strategic presentations, I helped align the leadership team around a unified vision before directing the development of the brand architecture, visual identity, website experience, messaging, and launch strategy. Managing a multidisciplinary team of designers, copywriters, developers, and external partners, I oversaw the project from concept to execution, creating a scalable brand system designed to grow with the company.

Impact

The project successfully launched AXCS Capital with a unified brand identity, messaging platform, and digital experience that positioned the company as an innovative leader within the commercial real estate finance industry. What began as a request to refresh a logo evolved into a comprehensive brand transformation that gave the leadership team a clear vision, a stronger market presence, and a brand they were proud to introduce to investors and clients.

As the company continued to grow, the brand system expanded beyond the initial launch. Following AXCS’s acquisition of George Smith Partners, I led the extension of the parent brand across the acquired organization, refreshing its visual identity, updating its website, and creating a cohesive relationship between both brands while preserving the credibility of an established industry leader. This ensured the new organization presented a consistent experience across every customer touchpoint while supporting the company’s long-term growth strategy.