Axis Bank needed a cohesive visual identity across its wide range of cards and collaterals. With no existing common thread, our task was to build a universal, dynamic brand language that felt both modern and meaningful.
We took inspiration from the Axis logo—its interwoven design became the core visual device, symbolising connection, growth, and shared prosperity. For debit cards and liability products, this link motif took centre stage. Credit cards, by contrast, feature a bold, stylised 'A' that reflects power and independence.
Distinct colours and print finishes were used across categories, creating clarity and visual impact while reinforcing Axis Bank’s unified yet flexible brand identity.
