Case Study: Axis Bank




Axis bank needed to redesign all their cards and collaterals to build a universal and standardised brand language across customer touch points.

With so many diverse cards and collaterals, having no commonality, dCell needed to develop a universal and sustainable visual grammar that is dynamic and demonstrates the qualities of the Axis Bank service.

Axis logo was a good starting point to create a unique, distinctive and identifiable brand language. The interweaving and multiplicity of links derived from the Axis symbol, represents growth and prosperity for all stakeholders, an ethos vital to the bank.

While their liability products like debit cards contain the link design, they are credit cards have a strong and vibrant “A” that symbolises power and independence. The colour scheme and the printing techniques create distinction among the various segments and product offerings.