Axo by Upgrade Labs

US & Canada

2024

Axo, formerly Upgrade Labs, sought an entire new brand overhaul. I proposed a brand style that led to the new name and visual literature. The team and myself wanted something that felt grounded, ambitious, wise and sophisticated. I came up with the visual idea of "baroque futurism”, and from within this exploration we discovered the new name Axo. Inspired by the regeneration of axolotls, Axo provides clientele with medical testing and a personal designed system to best track, treat and take control of one's own health. You'll see here a sampling of the larger brand guidelines which I personally designed and the website mockup that I oversaw the creative direction of.

Brand Strategy, Brand Design, Logo Design, Icon Design, Photo Editing

Table of contents page from branding guidelines document, titled 'AXO by Upgrade Labs'. It lists sections 1 through 7 with their subsections and page numbers. The background is dark green with white text.
A digital document with a dark green background, listing mission statement details for Axo by Upgrade Labs. Contains text about their commitment to empowering individuals with health insights, lab panels, personalized recommendations, and lifestyle g
A branding guideline chart showing different verbal style sliders from formal to casual, serious to funny, respectful to irreverent, matter-of-fact to enthusiastic, and conversational to admonishing, with sliders positioned at various points.
A slide from a presentation about design aesthetic, specifically discussing Baroque Futurism, its qualities, and its goals in visual storytelling and harmony.
A digital presentation slide showing visual elements of branding guidelines for AXO by Upgrade Labs. It includes sections for logo, typeface ('Ogg Regular'), color palette, solids, transparencies, renderings, design aesthetic (with amoeba shapes), wi
A color palette chart displaying seven vertical color samples with labels: Leaf, Sea, Fog, Earth, Flower, Sky, Cave. Each sample is associated with natural scenery images and descriptive text about color harmony and branding.
Color palette chart showing brand colors organized into categories: Leaf, Sea, Flower, Sky, Neutrals with shades and their Pantone, RGB, CMYK, and HEX codes. Text explains color organization and usage guidelines, with a footer indicating 2024 AXO.HEA
A bar chart illustrating color usage balance with categories Leaf, Sea, Flower, Sky, Cave, Fog, Earth. Different shades of green, blue, yellow, purple, gray, white, and brown are used to show the proportions for each category. The left side has a des
A dark-themed infographic showing typographical rules with sections on uppercase and lowercase text, punctuation, and style guidelines for branding.
An infographic illustrating the concept of solids in design, categorized into microscopic, lifestyle, macro, texture, natural, and human elements, with examples such as a microscopic abstract pattern, a person surfing at sunset, a close-up of a dewy
A collage of six close-up images: sliced cucumber, sunflower, dew-covered leaf, human skin, honeycomb, and a brown eye, illustrating textures and macro imagery related to health and natural elements.
Six images of microscopic biological specimens arranged in two rows of three on a green background. The images show various textures, colors, and structures related to microscopic imagery, with accompanying text explaining the significance of microsc
Infographic explaining the concept of renderings with categories: medical, natural, cellular, anatomical, geological, and sculptural. It includes images of a pill, test tube, neuron, brain tissue, skull, mineral, leaf, feather, muscle, and stone, wit
A woman with dark hair wearing a gray shirt stands next to graphical elements illustrating transparency concepts such as droplets, gradient, diffuse glass, and opacity, with descriptive text about transparaencies and design.
Diagram illustrating different types of cells used in window design, including Amoeba, Plant Cell, Split Cell, and Junction, with a detailed description of each type.
A graphic design layout with text and shapes explaining assemblage hierarchy. It includes sections titled "Assembly Hierarchy," "Overview Solids," "Macro," "Micro," "Human," "Lifestyle," "Natural," "Texture," "Transparencies," "Renderings," "Windows,
An infographic page about design assemblage featuring a close-up of a human eye and a mushroom. The eye is detailed with a green and yellow iris, and the mushroom is white with brown spots. The background is green with text explaining design principl
A collection of medical and health icons in white line art on a dark background, arranged in rows. The icons include various body parts, medical supplies, and health-related symbols.