Find your magic

Axe/Lynx is a world-recognised brand, and one of the most important in Unilever’s portfolio. With a rich history and a well-understood brand, Axe set itself quite the challenge when it struck out with a new, ambitious and progressive brand proposition, one that seeks to empower young men and help them focus on the magic within.

Working alongside the Axe marketing and content team, my main focus was to restructure the editorial pages and create a unique and coherent visual style. One that integrates seamlessly with the new Axe brand. This included visual design, UX and motion design. We had to overcome many challenges as the site was being built on a brand new platform where a lot of the capabilities were still in flux.

Client: Axe/Lynx

Date: March 2016

Agency: SapientNitro

Inspiration from all angles

With over 15 localisations in 25 languages, it was important that the design was simple, clear and elegant - showcasing the different styles while drawing the user in to interact and explore. 

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Brand ambassadors

We had a great opportunity to work with Kieron Webb owner of The London Barber. With over a decade of industry knowledge, we used his expertise to help create content that incorporated salon techniques and secrets from the trade.

Celebrating the product

We set out to create a template that would showcase each unique product, highlight it's key features and what it is that makes them so special. From punchy copy to educational content. Helping you achieve your next great look. 

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Products with attitude

Adding personality to each product was a way to separate us from our competitors. Pushing the boundaries of how products are viewed online.

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Magic finder

Adding personality to each product was a way to separate us from our competitors. Pushing the boundaries of how products are viewed online.