Simplify the Complex

Aixia

Brand Identity
2024

Dragster Kommunikation
Client Services: Emil Gustavsson
Creative Director: Daniel Johansson
Copywriter: Fanny Carlson
Designer: Filip Svanström

Preparing an AI Pioneer for the Global Market

Aixia is a Swedish tech company with deep roots in advanced IT, and an early belief in what AI could actually do in the real world.

As global visibility grew, so did the gap between what they did and how they looked. Our job was to close that gap, and turn it into a brand built for the international stage.

Simplify the Complex

As Aixia expanded internationally, their biggest challenge wasn’t getting attention – it was being understood. We built the work around Simplify the Complex, and reworked the brand to make it clearer and easier to navigate. This included a new visual identity, updated imagery, and a more structured way of communicating.

The result was rolled out across a new website, aan explainer film, and supporting material, creating a more consistent presence across markets.

Showing AI, not just talking about it

Rather than explaining AI, we chose to show it. Built around AI – Made in Sweden, all imagery was generated using AI itself — moving between abstract, technology-driven forms and AI interpretations of Swedish landscapes, grounding the work in both innovation and origin.

How it works? It’s in the name.

Since Aixia’s name is rooted in the mathematical model AIXI — a way of describing how machine learning grows — it naturally found its way into the design, where polygonal forms build and expand into larger structures.

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