Problem
Acxion (pronounced “action”), a foodservice agency offering integrated sales, marketing, culinary, and analytics services across North America, needed a brand identity that would reflect its forward-thinking approach and set it apart in a competitive market. With a unique name and a focus on delivering exceptional customer experiences, the brand required a visual system that could communicate its values and ambitions with clarity.

Solution
While working at Marlin Connections, a company owned by Acxion, I led the development of the brand identity. The logotype emphasizes the “CX” in “Acxion” as a nod to customer experience, with a custom connection between the letters “c” and “x” symbolizing the agency’s strong client partnerships. The identity system builds on this idea with an arrow shape derived from the logo, representing progress and forward movement. This branding approach helped position Acxion as a bold, innovative leader in the foodservice industry.