Decision making:

• Aligned all stakeholders to protect core brand equity while elevating the darker visual direction; making stronger use of the signature orange and retaining the house font.

• Modernising the logo mark was needed as it was very outdated; refined lettering, improved spacing, and a cleaner, more recognisable flame device.

• Decision to add more expressive brand elements to inject character, shifting the brand from corporate to confident and distinctive including;

  • The Ultimate Edge device to hero darker SKUs,

  • An outlined type style derived from the ultimate edge,

  • Vertical type formatting

  • An enhanced icon system to spotlight product features and propositions.

• Introduced a new primary display typeface to add modernity and presence, creating clearer synergy with the logo and improving overall system consistency.

• Led creative direction in partnership with the internal photography studio to elevate product imagery in line with the refreshed ADX identity;

  • Established a distinctive visual approach using ADX’s orange hues and back-lighting to enhance product appeal and support upsell of key SKUs.

  • Ensured photography consistently reinforced a more dynamic, re-energised brand presence.