Axio is a non-bank financial institution offering personalized services to SMBs in the real estate, retail, manufacturing, infrastructure, and other sectors, creating opportunities and often handing a lifeline to entrepreneurs, especially during the COVID crisis. Thanks to its flexibility, speed, and risk management systems, clients enjoy high responsiveness in direct lending solutions tailored just for them. In short—the Next Generation of Financing is here.   

At first, public perception of the non-banking financial sector was somewhat negative, but today this market is fully regulated and subject to strict supervision by Israeli authorities. It has become a legitimate source of credit and capital with serious players and fair competition.

We were asked to create a new identity and a full set of branding elements to highlight and convey Axio’s values, positioning, and services targeting the SMB community.

The name Axio comes from the Greek words Axia, meaning Value, and Axios, meaning Worthy, representing the ideas of trust, value creation, and reliability at the same time.

Visually, we chose mainly blue and white, with light touches of green in the lettering. The main emphasis is on Transparency, Speed, and Reliability across all communication materials.