Axi is a global online broker serving clients in more than 100 countries, with $5T in annual trading volume and over 1.4M users. After years of growth, the brand needed to feel like one company across all of its markets while still speaking to each audience in its own words. Warsaw-based Properly Studio was brought in to make that happen.

Axi asked for an evolution and, in the studio’s words, got a revolution instead. Properly rebuilt the brand identity, the 150+ page website and the visual direction for the trading platform as a single system, spanning branding, motion, 3D, a design system and product design. Everything shipped in four months, a timeline that shaped almost every decision the team made.

The goal was a brand that could flex across more than a hundred markets without losing what makes it Axi. Properly kept the existing logo and the signature red as fixed anchors, then built everything else around them at speed. A custom typeface, Axi Sans, and a full set of guidelines turn those anchors into a system the client’s own teams can apply.

The biggest shift is in the imagery. Instead of staging a hundred photoshoots, Properly built a regional system of personas and landscapes for every part of the world, generated through a custom AI workflow designed for the client and refined by hand. The personas work as characters the studio can move, so they step from a banner into an animation or a new campaign without booking a crew or reshooting a frame.

The same thinking carries into 3D. Each instrument category, from forex and shares to indices and commodities, has its own three-dimensional form with a distinct material and silhouette. These assets are rendered through generative workflows rather than weeks of traditional 3D production per piece, which keeps the library growing as Axi adds new products.

The 150+ page website covers every instrument, market and jurisdiction Axi serves. It is built on templates that Axi’s own team can extend without going back to the studio. Rather than a one-off style guide, the design system was delivered as templates and rules, so the brand keeps evolving instead of going stale on handover.

The visual system also runs through the trading app itself. Market tables, charts and onboarding screens share the palette, type and imagery of the marketing site, so the product reads as part of the brand rather than a separate tool bolted on. The result is one Axi, globally consistent and locally connected, from billboard to order ticket.