Over the years of the existence of the Ukrainian insurance market, the French company AXA has won and steadily held its place in the TOP-3. In 2018, brand awareness among
the population was 80% and 1.7 million contracts were marked with a red slash.
But in 2019, AXA insurance is changing the investor. Canadian financial holding Fairfax becomes the new owner of the business. In this regard, AXA carries out large-scale rebranding and changes everything: name, philosophy, positioning. In fact, creates a new brand.
AXA becomes ARX.
The main task in developing an identity is to emphasize the Canadian roots of the company and integrate them into the logotype while avoiding cliched images like a maple leaf.
But in 2019, AXA insurance is changing the investor. Canadian financial holding Fairfax becomes the new owner of the business. In this regard, AXA carries out large-scale rebranding and changes everything: name, philosophy, positioning. In fact, creates a new brand.
AXA becomes ARX.
The main task in developing an identity is to emphasize the Canadian roots of the company and integrate them into the logotype while avoiding cliched images like a maple leaf.
