Axis Newgen

Web platform for Digital Marketing service

How can we establish a service which offers the B2B sector staging solutions through digital platforms?

Axis Designers has a legacy of 25 years in the Exhibition industry. However, when businesses took a hit across the world due to COVID-19, the exhibition sector was adversely affected. While we worked towards digital marketing and integration of SEO for Axis Designers, we realized that their existing clientele had similar needs. Adapting according to the digital transition of the day seemed more imperative than ever. As a result, Axis Newgen was created as a new vertical to cater to the existing clients in the digital world leveraging the expertise in staging brands across various platforms.

Role: Product Design
Completed: October 2021

The Challenge

Establishing an idea into reality in 8 months

We wanted to create this vertical to resolve the problems of the B2B market. This aim navigated our research and design process.

Our goals were to:

Establish a brand identity that aligns with the brand vision and also resembles Axis Designers’ visual language
Build a website to offer services digital solutions

My Role

I along with the core team came up with the idea of creating a vertical which will provide services for the B2B brands to stage them on a web platform for their target market. I also worked on the brand identity design, research, and the website’s user experience design.

The Approach

Understand the existing market to provide unique solutions

We started with conducting market research to understand the demand and supply along with looking at the services of different agencies. After analyzing the research data, we found that few companies address the needs of the local retailers, wholesalers, or international exporters. However, Axis Newgen withholds potential due to its experience and popularity among big brands. They have an opportunity to capitalize on this and capture the market to create a one-stop solution.

User Research: Conducted interviews and usability testing

We surveyed 55 from Asia and the Middle East and conducted 13 semi-structured interviews with Axis Designer’s loyal clients to understand their needs of using the digital medium to reach out to potential customers in the changing time for market products. In addition, conducted secondary research and heuristic analysis on existing processes.

60%

10%

60% of clients required an alternative medium to stabilize the sale except for exhibition and only 10% of participants has the system to accommodate the needs

Limitation faced by participants in their organizational system

Deeper Insights

Disconnection in the digital world

The physical format of exhibitions provided the opportunity to connect with buyers as it facilitated conversation, which is why the clients are looking for a platform that would establish connections and build trust.

Inability to share/add to/modify online portfolio

The marketing team is unable to get business from UK and USA even though the company is successfully working in the Middle East, and Asia regions.

Incomplete information regarding the location of work

Management wants to incorporate and highlight updated information to showcase their firm on diverse platforms.

Unstructured content and visuals

Management was frustrated with not being able to share the website after doing commendable work due to the disorganized content and graphics.

Website Information Architecture

After the research and design process, we created a new platform for Axis newgen which would ease the process of providing staging services to the B2B market.

Low Fidelity Prototype

Solution

Introducing Axis Newgen

Axis Newgen assists companies to boost their businesses and aspirations. From ideation and developing digital assets, Axis Newgen facilitates complete solutions to create an expression.

Establish trust with Axis Mascot

Customers connect with our values and beliefs which are conveyed by our mascot. When one visualizes an earthworm, it is placed amongst roots, constantly moving to fertilize its environment and foster growth. Inspired by the effortlessness of its modus operandi, its axial celerity, and its unchallenged adaptability in contrasting situations, we look up to an earthworm as a mascot that resonates seamlessly with our spirit and approach. Similarly, the logo was derived from the same idea in conjunction with the identity of the brand - Axis.

Start with free consultancy

Customers can send their queries for discussion with our team to understand the possible solutions, without spending money.

One-stop solution for B2B clients

Customers can find all catering and services on a single platform required for them to connect with their respective target audiences.

Crafting the online brand experience

A systematic process enabled us to understand client needs in terms of existing assets and expectations. This was followed by thorough research to a design solution curated as per the brand story. Additionally, Axis Newgen enhanced the online brand presence by handholding the client through strategy development, digital marketing, SEO optimization, and more.

Project the home brand as a stepping stone

The revitalization of Axis Designers to establish a place in the online world showcases what Axis Newgen is capable of. As a result, the well-tested case study of Axis Designers illustrates how potential clients could benefit from similar services the way they used to benefit through physical exhibitions.

Learnings: What did we learn?

Take away from challenges

The biggest challenge of this project was to meet the design goals as per the schedule while coordinating with the diverse teams. This project entailed every aspect of designing a digital platform from scratch, which was a very tedious process. However, the customer-driven design process and insights from our research helped me to keep the project vision on track and make progress.

Importance to details

Managing projects, as well as the design team, enabled me to deeply understand the business goals and project requirements. Being involved with the marketing team to design a service strengthened my knowledge about marketing technicalities and methods.