Axis Consulting, a pro bono consulting club at Simon Fraser University, needed a bold rebrand to reignite engagement.
As the Design Director, I developed a striking visual identity to inspire and captivate its audience.
1 Design Director (Me)
2 Designers
2025
The brand is built on contrast: structured, strategic geometry paired with fluid motion. It reflects consultants who are grounded in precision, yet constantly adapting
Much of the visual motifs that decorate our images were inspired by the 3 core values of Axis: Strategy, Clarity, and Impact. Their presence across the art direction were meant to ground assets, just as the core values ground our organization.
-
Good ideas come from anywhere. Leading a powerhouse of a team meant doing more collaborating then delegating. Some of the weirdest ideas came while I was on the toilet.
-
Chase feedback in moderation. Trying to appease a 13+ person executive team is incredibly hard.