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.