I led the website and brand identity design for AXM, or Ars X Machina, a tech-first media agency that needed a bold rebrand to align with their new name and evolving vision. They requested a logotype-driven logo, a refreshed brand identity, and a continued use of yellow as their signature color. The brand system draws inspiration from the logo’s defining features—particularly the “X,” which represents the intersection of Ars (art) and Machina (machine), and the energized slash that runs through it. The result is a visual identity that feels maverick yet approachable, futuristic yet human, and masterful with a playful edge.