"We have truly been empowered by Living Blueprint to take control of our own brand and to confidently move forward."

- Robin Thomsen


As a true global brand with agents and contracts around the world, AXYS Technologies is an environmental monitoring company focusing on oceanographic monitoring systems. As the global leader in the industry, AXYS has the constant need of expanding into new international markets. For the past 10 years, it has relied on Living BlueprintTM for positioning and strategy support.



Executive and Company Alignment, Key Messages, Brand Repositioning and Strategy, Marketing Materials, Website, Magazine Advertising, Product Branding


The Challenge


When entering a new market, communicating AXYS’ value had been difficult. The scope of its products and services needed to be understood both at the managerial level, when the leaders are making business decisions, and at the professional level, when the engineers are learning the technical knowledge.

There was also the added challenge of helping 20+ international agents with their efforts to strengthen the existing markets and expand into new territories. With inconsistent guidance historically from AXYS, the agents ended up delivering non-brand consistent and personalized messaging and branding to further confuse the market.


The Catalyst Insight


Being an engineering company, AXYS had traditionally focused on enhancing its technical expertise and placed a lesser importance on understanding its value and communications with its representatives and customers. This focus was attributed directly to the challenges AXYS faced. A shift in attitude internal needed to happen.


The Living Blueprint


Through our proprietary process, Living BlueprintTM helped AXYS discover its unique selling proposition. We acted as the facilitator to align the understanding among the executive team and its sales, marketing and engineering departments. AXYS was able to develop an appreciation for branding and marketing at the strategic level as a result.

We also concluded that WatchMan 500TM, the sensor I/O platform, is the common ground inside all of AXYS’ devices and the key to understanding when connecting with customers. In addition, we identified the solution to standardize communication when AXYS moved across international markets.  


The Work


A Brand Standards Guide was developed to assist AXYS’ global agents in accurately applying their brand. Living BlueprintTM also created a detailed, hand-drawn infographic as a means to creatively and effectively explain the WatchMan 500TM. It was a great way to help prospective clients begin their endeavours in understanding what AXYS is regardless of language and cultural barriers.

In addition to addressing AXYS’ specific business challenges, over the past decade, we have helped create its international marketing materials from product logo development to advertising in magazines and a responsive website. Our business-oriented process allowed us to provide real business solutions instead of superficial quick fixes.


The Results


Over the years, we have deepened AXYS’ international brand and improved its market presence. AXYS personnel and Living BlueprintTM worked closely together to control the brand, helping AXYS move confidently in a strategic direction and continue to expand and  diversify.  


We have worked with Living Blueprint to create a brand standards guide, interactive digital trade show displays, traditional print displays, magazine advertisements, photo-realistic animations, and product shots.

In the past we had no standards for logos, colour, appropriate imaging, sales collateral, printed material, etc. This made it impossible to present AXYS as a strong, unified company with consistency across all marketing materials and product lines. The brand standards guide has been an essential tool for company growth and has enabled us to control the AXYS brand in a way that was not previously possible.

I would recommend Living Blueprint as an excellent branding and communications agency who combine strategy and branding with beautiful design.